Brendon Babenzien Talks Noah & Changing the Culture With Supreme

“Everyone bifurcates the world into content and distribution,” Whaley told me. He has brown hair, is of average height, and was wearing a nondescript gray t-shirt and jeans when we talked. “From the beginning, we viewed those as the same thing. Each object gets better with more participation, and so does MSCHF. Scale is not the goal. Scale is a too... See more

“We should not forget that maybe not everybody only wants a camel cashmere turtleneck,” Olivier Rousteing remarked. Beyond the cyclical nature of fashion, Rousteing’s observation captured a mash-up of trends that has been solidifying into a durable aesthetic.

I appreciated the independent, artistic spirit that drove the Alife name, and I’d leave the shop feeling inspired and even a bit envious.

One of the most misunderstood things about Supreme and its success is that for many, Supreme is strictly economic: it is the best, most consistent way to turn $60 and a morning of waiting in line into $120+. Today, that is easier than ever with Grailed being the watering hole for buyers and sellers.

Streetwear transcends dress and music and art, just like rock ’n’ roll set the philosophical tone for an era.

His whole life, as far back as he could remember, he’d been perplexed by the way people allowed physical appearance to shape their lives. “You start by making decisions on who you are going to be with based on how they look,” he said. “Then, because of that, you make bad choices about religion and food and everything else. Then you are just rolling

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