Overnight, Supreme revealed that Tremaine Emory will become the label’s newest creative director, assuming the role left vacant after the departure of former Brand Director Angelo Baque in 2017, and its first since Supreme was acquired by VF Corporation in November 2020.
While Supreme has never had a major Creative Director – the streetwear juggernaut was never really meant to be a full-fledged apparel brand but rather a skateboard shop for the budding skateboard community in New York’s SoHo district – the arrival of Emory marks a new era for Supreme, who will look to further push streetwear fashion into the everyday fashion lexicon.
SUPREME Announces Tremaine Emory As New Creative Director 👀 pic.twitter.com/4jg0Z8jSEp
— HypeNeverDies (@HypeNeverDies) February 16, 2022
Of course, Emory is no stranger to the fashion industry, either. Since launching his streetwear label Denim Tears, Emory has collaborated with leading industry figures like the late Virgil Abloh, music icons Frank Ocean and Kanye West and iconic brands such as Levi’s, UGG, ASICS, Champion plus more. Undoubtedly, Emory has become a force to reckon with amongst the streetwear industry and high snobs alike.
So, it’s not all that surprising Supreme wanted Emory.
According to reports, the new venture has already begun for Emory, who is believed to have already started his position this week with Supreme, and will work closely with the label’s design team and founder, James Jebbia.
In the new role at Supreme, Emory will no doubt pave the way towards positive change, taking Supreme to a new level of fashion status.
“It’s a good move for Supreme,” says Ross Wilson via GQ, who is one of the world’s biggest collectors of Supreme.
“When VF acquired the brand both parties promised the basic infrastructure, core team, and method of working would remain the same, so it’s good to see James [Jebbia] sticking to his guns and bringing on board a close friend of the brand who gets it, rather than a corporate hire who doesn’t.”
Supreme was acquired by VF Corp for a staggering $2.1 billion USD, in 2020, highlighting a shift away from its luxury fashion towards the more accessible rise in streetwear. VF Corp also owns The North Face, Vans and Timberland, among other brands.