Maintaining exclusivity can be a serious growth-killer -- after all, if Facebook hadn't given up the "Harvard.edu" thing, its billions of teenage users might instead be spending their free time trying to get into Harvard. Making their tough-to-get menswear easier for Londoners to obtain: Supreme, whose UK flagship opens today.
Marking its first Euro outpost, and coinciding with its just-launched e-outlet (they'd been avail only in-store since their '94 inception), the NY post-skate brand's bi-level Soho space had its white walls decorated by 'boarding pioneer/street artist Mark Gonzales, who's brought in everything from b/w photo montages to sculptures of two huge birds (that's a bingo?!). The store'll be vending the full line, wrapping your torso in a two-tone parka w/ black & white sides slashed diagonally down the middle, a slate horizontal-striped shirt, and some hoodies bearing the New Yorker logo that, if worn by an actual hoodie in front of his friends, would make his a very short story indeed. Leg-decking includes bright red cotton chinos, five-pocket dark orange cords, and collabs including Levi 505's with white stars printed along the waistband, and "Realtree Camo" cargo pants, from a company that uses actual close-up images of tree leaves on the fabric -- so every time your trousers fall down, you can say "that's just how nature works".
The upper floor's wall will be lined with decks, while accessories count solidly made check-pattern rucksacks/holdalls with "ballistic bottoms", and snapback caps scrawled with the words "F**k you, pay me", a far less elegant way to communicate what the Winklevoss twins have been saying for years.