//Streetwear brand Supreme to be sold to Timberland owner VF for $2.1bn

Streetwear brand Supreme to be sold to Timberland owner VF for $2.1bn

Supreme, the cult streetwear brand, is being sold to VF Corporation, the Denver-based parent company of Vans, The North Face and Timberland, in a deal valued at $2.1bn.

Founded by James Jebbia, a UK-raised child actor turned skateboarder who created the brand at a small downtown New York store in 1989, Supreme has been at the forefront of a streetwear revolution that, in terms of marketing and exclusivity, has turned the fashion industry on its head.

Sometimes called “the Chanel of streetwear”, Supreme – named for John Coltrane’s A Love Supreme – has maintained its appeal with tightly controlled product releases, known as “drops”, that often have fans queueing around the block at its 12 global locations.

The brand has maintained its status among youth counter-culture with limited