Supreme – Resampling the World

Supreme

The red and white logo of the hip skate brand Supreme can be found not only on T-shirts and skateboards, but also on everything from folding chairs and ping-pong tables to ballpoint pens, Rietveld chairs, beach chairs, hatchets, Panton chairs and even a Meissen porcelain angel. At first sight, where Supreme chooses to place its logo seems totally random. But whatever object the brand happens to appropriate, you can guarantee that thousands of fans all over the world will be ready and waiting every Thursday for the latest product to drop and invariably sell out. Whether it’s an ashtray, a blow-up mattress or a Porceleyne Fles beer mug, if the Supreme logo is on it, it can be sold and resold to avid collectors at huge prices. All of which makes the Supreme brand a cultural phenomenon that invites us to reflect on our consumer society, the power of brands, youth culture and commerce.

Succes

In the exhibition Supreme – Resampling the World, you step into the world of Supreme. You’ll see more than 250 iconic Supreme objects and discover the history behind this famous and infamous skate brand. You’ll also dive deeper into the Supreme phenomenon and learn how it gained worldwide recognition and both artistic and commercial success. How do objects gain new meaning through the addition of the Supreme logo, and how do they resonate with a broad, diverse, and primarily young audience? Never before has a museum focused on Supreme, and never before have so many objects from the brand been showcased in a single exhibition. The museum explores how Supreme manages to make existing products appealing and examines what lessons, both for designers and critical consumers, we can learn from this 21st-century form of 'upcycling.'