Inside Supreme’s debut Paris store: perfect for fashion heads and local skaters alike
By Samuel Trotman

ICYMI, Supreme opened its doors to its new Paris store this week, a perfect hub and extension of the skateboard lifestyle empire. WGSN Denim Editor Samuel Trotman reports

Mar 11, 2016
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Staged at the closing of Paris Fashion Week, the opening of the Supreme Paris store caused a frenzy amongst celebs, fashion heads and locals skaters alike, all of whom were desperate to get in on the exclusive opening preview on Wednesday.

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The new store — a 1,100-square-foot space in the heart of the city’s Marais neighbourhood, is the 10th outpost in a retail network that now spans North America, Asia and Europe. While the interior remains familiar to Supreme’s original Lafayette Street store with its neutral mix of wooden fixtures, industrial metal clothing rails and art installations by Mark Gonzales, the expansion comes with more than your typical by-the-numbers retail rollout.

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Like his previous openings, founder James Jebbia has taken a highly pragmatic approach, guided by a mix of “instinct backed up with some real understanding of what we do”, as he quoted in an exclusive interview with The Business of Fashion. Despite online grumblings online, Jebbia considers the opening “as a ballsy move”, nestling in amongst neighbouring stores like APC, Colette and Chanel.

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Lauren Fleishman for The New York Times

In fact, the cultural capital of Jebbia’s scrappy skateboard lifestyle empire rivals that of any French luxury label. Starting with its swagger-filled moniker, the label certainly has built a colossal and often intimidating public aura.

And the rise of street-meets-luxury brands on the catwalk like Russian-born designers Gosha Rubchinskiy or Vetements and the bevy of other streetwear favourites like Palace and Bianca Chandon has only further supported the brands status as supreme ruler of culture.

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The hotly anticipated preview night saw the likes of Chloe Sevigny, Rick Owens and wife Michele Lamy brush shoulders with old school Supreme heads like Aaron Bondaroff, Jason Dill and Lucien Smith (check out The New York Times images here). The partied carried on after at the official after party with Cam’ron and local Parisian artists PNL. In line with the launch, Supreme has also released an exclusive film “P*ssy Gangster” by William Strobeck. Shot in Paris around the notorious Place de la République, a sprawling eight-acre plaza peppered with ornate fountains and bronze statues. The film features some of the labels younger riders like Tyshawn Jones, Sage Elsesser, Kevin Bradley, Sean Pablo, Ben Kadow, Greg Blobys, Kevin Rodrigues, and Vincent Touzery.

Check it out below and be sure to stop by the store on 20 Rue Barbette, 75003 Paris (map) if you find yourself in Paris.

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Gio Staiano for The New York Times

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