The Brilliance!


We’re really internet and we’re really back. A website about things Benjamin , Chuck , Virgil , and various friends & guests think are interesting. Little-to-no specific focus, a bit odd, speling errors, and incredibly culturally relevant.


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Important read: Interview magazine, James Jebbia!!

The Chanel or Vuitton of street/skate wear. I don’t own much Supreme, mostly cause I’m a slim guy and they don’t make my size…but I am a HUGE fan of their brand. I love classics, basics, true cultural referencers, etc. That is what Supreme is to me…its this like ultra simple brand that does just the most classic stuff. Ha, I guess everyone feels this way though right? So, James Jebbia, the man behind Supreme was just interviewed in the famed Interview magazine. Too cool, super insightful. I’ve always wanted to hear more of his thoughts. I love his matter-of-fact approach to starting Supreme. Letting things happen naturally, not trying to ‘be’ something, etc. Here are some choice quotes:

“It cost me, like, $12,000 to open the store.”

“With Supreme, there were no grand plans—with the name, with the store, with anything. It all just evolved.”

$12k, how nuts is that?? I love it. Check the interview though, great read on a brand that paved the way, if not created the market, for every other new ‘niche culture’ brand in the past 10-15 years.