#ICYMI DAY 25: The Supreme Brick

supreme brick

supreme brick


The holiday season is here, a time for reflection and excitement for the year ahead. To help you take stock, reminisce about the good times, and get excited for 2017, this December your WGSN global editors are cutting through the noise to deliver you, our “WGSN #ICYMI” rundown.

It’s the final day of our end of year rundown, showcasing the coolest most viral moments of the year, the most innovative ad campaigns, plus the sites and sounds that should be on your radar now, so that come 2017, you can say, ‘oh I already knew that was going to be HUGE this year’.






WGSN Staffer: Samuel Trotman, Denim Editor 

Forget Santa and the lump of coal this Christmas, Supreme went one better in 2016, with its heavily anticipated Supreme brick.

And yes, the Supreme brick is definitely the most unusual product that I’ve ever gifted myself. More unusual than the flower print denim suit I bought this summer, and the latest t-shirt I just bought from there this week in the run up to Christmas.

I've been called everything from Cath Kidston to Mrs Bucket today. Floral game strong @supremenewyork @levis

A photo posted by Samuel Trotman (@samutaro) on


Supreme, the brand, has managed to perfectly capture how to build an obsessive consumer community around it, it creates limited edition runs, and out of this world clothing collaborations. Which is why when it then changes the game by releasing a brick, its dedicated community want a piece of it, even though it’s the weirdest thing I own.
It’s definitely a talking point (sitting there on my office desk, in bubble wrap) and for me it actually has a lot of symbolism, this isn’t the first slightly weird product drop they’ve done, one year there was bolt cutters. And it feeds into the brand’s alternative side, is the brick about vandalism and being anti-establishment or is it simply a reference to the recent collab with Brick Squad general Gucci Mane?
Either way, this brick is taking pride position on my desk in 2017.

Happy Holidays from WGSN!

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.