Unless you’ve been living under a rock, you’ll know that VF Corp is buying Supreme for US$2.1 billion. Prior to acquiring the New York streetwear label, the footwear and apparel conglomerate already owned three other major brands Vans, Timberland and The North Face.
The full cash deal will close by the end of the year, but it is far from VF Corp’s most expensive acquisition, which was Timberland, a brand they bought for US$2.3 billion in 2007.
Supreme will reportedly be allowed to continue its independent business tactics with its founder, James Jebbia, as the head of the whole operation. “This partnership will maintain our unique culture and independence, while allowing us to grow on the same path we’ve been on since 1994,” Jebbia reaffirms in a press statement.
Once news of the acquisition broke, comments sections blew up with opinions about the massive buyout and speculations about Supreme’s future. Here’s a round-up of what people had to say on social media.
Supreme will change for the worse
VF Corp would lead Supreme to over-produce
Supreme Outlets coming soon. 😂🤣
— YAAAA BOI LILTONELOCZADDY!! (@LiLtoneLOCzaddy) November 9, 2020
Supreme will go against their founding values
Supreme resellers would run out of business
Only hypebeats & resellers would make a huge fuss about this.
— Sean 🐵 (@SeanEubanks001) November 9, 2020
The end of the supreme resell culture
— IG @_princeNehemiah 🏁🙏🏽 (@_princeNehemiah) November 9, 2020
Supreme will stay the same
I don’t expect much to change, James Jebbia (the founder) and the senior leadership team are supposed to remain with the brand, if anything it will just increase global distribution of the brand and potentially more product drops, which ig takes away from the exclusivity but 🤷🏽♂️
— 73Sour (@73Sour) November 9, 2020
“This partnership will maintain our unique culture and independence, while allowing us to grow on the same path we’ve been on since 1994”
still maybe a chance that Supreme will be limited
— Kraven Valera (@Krayzi_87) November 9, 2020
Supreme will flourish
The more optimistic ones see this as a chance to increase the access to Supreme and maybe even put an end to bots
VF Corp may open the flood gates for future collaborations
Whichever camp you’re on, James Jebbia scored big
All images: Supreme