Mon 19 Mar 2012
If you follow Odd Future you’d know the west coast collective have become synonymous with New York-based streetwear brand Supreme. Some would say the crew’s following has taken the brand to another level this past year as their releases have garnered bigger lineups and quicker sell-outs than ever before. In their latest style feature, Tyler, the Creator teams up with GQ‘s “The Style Guy” aka Glenn O’Brien to talk their obsession with the iconic streetwear line. A great read showing the cult following this brand brings from two totally different perspectives, read an excerpt below.
GQ: Do you consider yourself a fashion dude?
Tyler: I’m not into fashion, but I like design. I wear the same shoes every day. These same pants. I’ve been wearing this Supreme hat for a month. The only thing that changes everyday is my shirt and my jacket. I just wear regular T-shirts, truthfully, but I do like button-ups or crazy prints and designs—colorful shirts and shit. It’s either that or a regular white shirt. I’m not into fashion like that; I’ll throw on a shirt and be a fucking man, you know? I have this one button-up with a bunch of flags and metal on it, and I really like that shirt because I like the way that shit looks, but some people might take it like, Oh he’s into fashion. But I just like the shirt. All the little metals look cool. And I like tie-dye.
More from their interview, plus a behind-the-scenes video on set of their shoot after the jump….
GQ: How did you guys first become aware of Supreme?
Glenn O’Brien: Supreme is in my neighborhood in New York, so I’d walk by it all the time. I’d see 150 guys standing in line and figured out that’s when they’d have some kind of new sneaker or something in there. I didn’t want to be the old guy walking into Supreme, but then I was walking by one day and they were showing Glenn O’Brien’s TV Party from the ’80s on this big bank of TVs and I thought, Jeez, I guess I can go in there now. So I started going in there and buying shit, and I got to be friends with some of the guys who worked there, I got to know [founder] James Jebbia and the guys in the store.
Tyler, the Creator: We would always skate around the area it’s at [in L.A.]. That was the only store in the area at the time that sold skateboards, so we’d go in there and buy boards, and I just gradually became friends with the guys who were working there. They would always just look out for us, me and my friends, when we were over there and out and about. They were like our big brothers over there and shit, they were older than us. I’m still cool with them to this day—I was over there yesterday. And over the last year, as I got bigger perhaps or whatever, I would always rap about it, and the guys at the L.A. store would always put a good word in for me with the dudes, the head guys, in New York. I eventually met Jebbia and Angelo [Baque] and all those guys, and we’ve been cool since. They respect me for doing what I do, and I respect them, cause that’s my favorite shit. It’s just cool I can be a part of this family and shit. They show me love, I show them love, they’re awesome, and I’ve always looked up to them.
GQ: One of the interesting things about Supreme is that they’re not gross about branding and marketing—they rely on quality product, word of mouth and a strong visual aesthetic.
Tyler: Visual aesthetic is important to me. I take video directing and designing album art and shit like that very serious, and they do, too. So that’s one thing I like from them, the way they design certain things—not too much, not too little.
Glenn: It’s sort of a non-strategy strategy. I think it just comes out having integrity. I don’t think we should be Communists or anything, but they do business in a kind of honorable way that I really respect. And that’s really rare, especially in the clothes business.
Tyler: That’s why I like them, because they don’t fuck with anybody. And I don’t really fuck with anybody. I keep my circle close and they do too, they don’t associate themselves with other brands that they don’t respect or actually like.
GQ: There are forums on Odd Future fan pages dedicated to what Supreme gear you’re wearing. How do you feel about that?
Tyler: Yeah, that’s fucking weird. I try to tell all the—not even the kids, even people older than me—to just be themselves. Don’t wear what I wear ’cause I wear it; wear what you like. It’s weird when there’s another 20-year-old in an outfit I wore last week. I hate that shit! Wear what you want to wear. Don’t be a copy of me.
Read the full interview over at GQ.