What VF Corp is going to do with Supreme

After the acquisition of last November for 2.1 billion dollars, it's time for VF Corp to uncover the cards on its intentions with Supreme. The company that owns Vans and The North Face is now faced with the need to make the streetwear community understand what will happen to Supreme, for a few years now in a waning phase that has seen the hype around the brand slowly fade away. 

According to CEO Steve Rendle, VF Corp's intentions are to keep the soul of Supreme intact, summarizing its role and importance within a world as vast as that of hype culture. "It always makes me laugh when people think we're going to come and change Supreme," said Rendle, effectively putting an end to the rumours that have been going around since November.  

In VF Corp's plans, however, there is the will to generate 500 million dollars in the next fiscal year, therefore starting from March 2021. An achievable result, according to analysts, by increasing the power of the brand in the Chinese market, where Supreme currently has no physical stores, but also through online sales. Despite the pandemic and the closure of many of its stores, Supreme has managed not to be too affected by the crisis thanks to digital, a that currently represents 60% of the brand's revenue. 

The real challenge of VF Corp, however, will be to revive the interest in the brand, which has long been no longer the protagonist of a world that seems to have lost the desire to wait anxiously for the next drop on Thursday, but which above all seems now far from the world of Supreme. With the rediscovery of the basic and the desire for conscious fashion, James Jebbia's brand will have to find its place again in a world in constant evolution.