Supreme London

Loyal fans queue around the block - some sleeping outside on a chilly September night - to get a first look at the cult skate brand Supreme store which features the full range of high end skate wear, accessories and skateboards. Seventeen years after opening its first store in SoHo, New York, Supreme arrives in Soho, London, with its first shop in Europe. Starting out in 1994 Supreme's founder James Jebbia set up a small store on Lafayette Street in downtown New York and soon attracted a loyal skateboard fanbase and a cult following. The brand is renowned for creating supremely hip street wear worn by rappers, pop stars and skaters. It produces skateboard decks in small editions, which makes them quite the collector's items. Collaborations with well known artists like Larry Clark, Jeff Koons and Damien Hirst have created skate decks that are sold by auction houses for ever increasing sums of money. At the London store the minimalist black shop front gives way to a two-storey shop featuring a photo collage by photographer Ari Marcopoulos and sculptural installation by skateboarder and artist Mark Gonzales. With the opening of its London store some may feel the brand has moved away from its origins but plenty of others are happy to have a shop Supreme this side of the pond.