Hemaja Burud

Supreme Opens a Store in Chicago

The streetwear behemoth will soon unveil its newest location in Chicago as part of a planned expansion by owner VF Corp

which bought the brand for $2.1 billion in late 2020.

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The deal cemented Supreme's position in the fashion mainstream,  

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but raised questions about whether the label could maintain the 'cred' that made it so valuable while continuing to expand. 

The agreement solidified Supreme's place in the fashion industry,

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but it also raised concerns about the label's ability to maintain the "cred" that made it so valuable while growing.

Supreme announced last week that Dover Street Market's new Beijing location would be the company's long-awaited entrance into China.

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The streetwear titan's first significant creative hire since being acquired by VF Corp for $2.1 billion in late 2020 is the founder of Denim Tears.

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James Jebbia, the founder of Supreme, who will continue to manage every aspect of the company, and Emory will collaborate closely.

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