SUPREME was founded by James Jebbia. James Jebbia's Supreme products were centered around the emerging skateboard culture in New York, and the store quickly became a gathering place for renowned skateboarders and street artists in the city. Gradually, Supreme became a symbol of New York street culture. Its influence began to expand, with the British streetwear group GIMME5 introducing Supreme to London. In Japan, Supreme successfully entered the market with the support of street culture icon Hiroshi Fujiwara and gained massive popularity thanks to the endorsement of Japanese idol Yosuke Kubozuka. From then on, Supreme's fame soared across Asia. Supreme's Box products have been consistent bestsellers, with the red box logo featuring white lettering being the most sought after.