A Supreme Case of Coolness?

This case uses Supreme, a skater-clothing brand from New York City, and a framework for understanding the concept of “coolness” (see A General Theory of Coolness, UVA-M-0953), which is the cornerstone of the firm's success, to set the stage for analyzing consumer behavior. Written using public sources, the case discusses the firm's overall strategy, including limited supply, unique shopping drops for newly released items, and a fan-like customer...