Supreme opened on New York's Lafayette Street in 1994, where, according to the brand, "its core was a group of neighborhood kids, New York skaters, and local artists who became the store's staff, crew, and customers." In the 25+ years that followed, Supreme's Barbara Kruger-esque box logo has become ubiquitous and their mass appeal legendary, extending far, far beyond the realm of skateboarding. Nonetheless, the giant has continued to offer their original product – skateboard decks – and frequently in collaboration with high-profile celebrities, artists, and designers. Some of the brand's early skate decks, created in their first decade and now highly sought after, feature the works of Ryan McGuiness (2000), KAWS (2001), Jeff Koons (2006), Richard Prince (2007), and Marilyn Minter (2008).
Supreme founder James Jebbia chose a clean, streamlined aesthetic for Supreme's flagship store, in contrast to more typical shops crammed with merchandise. In keeping with this presentation of skate gear as art and design objects in themselves, the company began creating their own limited edition decks in 1998. One of these first releases was a simple white deck, adorned with the Supreme logo (either in red or black) and a copyright symbol. Several years later the brand partnered with then-emerging artist KAWS, foreshadowing the coming wave of streetwear "hype" and the gleeful boundary-blurring between fine art and commercial culture.
