nah : 11.2013 : fashion brands (Random)

Personable, transparent, super-social, heavily PR’d wannabe Supremes miss the point of why Supreme built foundations that can sustain waves of hype that could kill a lesser brand — crucially they have a skate heritage. If you’re making streetwear for streetwear’s sake without any subculture at the core other than a quick blog buck from the slew of British sites who’ll post any old shit then you’d better be making the best tees, hats and sweats ever. Most aren’t. Having said that, the blokes behind brands like Hype are almost certainly richer than the people behind interesting product, so credibility as we knew it back in the day might be an archaic concept.

via LONDON |.