Marcel Winatschek

The Supreme Store

Walked into the Supreme store in London because I was passing by. Packed, like always—resellers and kids and people who just wanted to see what the fuss was about. Building’s nice, old London architecture that actually suits it. But standing in there I realized how thoroughly Supreme has dissolved into just another brand. They got so good at hype that the hype stopped meaning anything. Everyone still cares, but nobody can remember why.