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James Jebbia reveals what he really thinks about taking Supreme to Paris

The elusive label founder shares his thoughts on Supreme purists, the Paris skate scene, and more

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In the much hyped lead up to Supreme’s Paris store opening, the brand’s elusive founder James Jebbia has gifted Business of Fashion with a rare interview. People seem to want to hear from the label head as much as they want to score the latest box logo tee and it seemed fitting that Jebbia spoke out as his company is set to make its mark in Paris (even more so than usual) with the new bricks and mortar location. As expected, you can learn a lot from his conversation with the fashion industry title, and we’ve highlighted some of his key quotes for you below. It’s definitely a read to save for the commute home though, so make sure you bookmark the full interview here, for some afternoon reading.


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01. He doesn't give af about the Supreme purists

“It’s funny, we get a lot of people bent out of shape who say, ‘Oh, these guys are going to fall off now that they’re opening in Paris.’ I’m not really concerned if people have this purist view of the New York Supreme thing.”


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02. The brand is bigger than New York

“I’ve seen a lot of brands fail because they went, ‘Hey, look, we’re from New York, and that’s what we’re all about.’ But wherever you go, people are proud of where they are. So even though we’re from New York, what we do is a mindset: it’s got to work in Japan, in Los Angeles, London, wherever.”


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03. Paris's skate culture convinced him to open the new store there

“[Place de la République is] like having a great plaza where kids can skate all day on St. Marks or something. You might think there is more freedom in New York, San Francisco or London, but a kid can’t skate in those places without getting arrested.”


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04. And guided his choice for store manager, Samir Krim

“He’s a big part of the skate scene there. If we didn’t have someone like Samir, we wouldn’t have opened a shop in Paris.”


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05. He welcomes the wider fashion world's acceptance of skate brands and culture

“I think it’s cool because [other skate brands are] making things people really want to wear. And that’s what we do: we make things people want to wear — not in fantasy land. Oftentimes you’ll see pictures from fashion shows and all the models outside the show in their real clothes are wearing brands like Supreme.”