Project Blitz’s Andre Ljustina on Curating the Best of Supreme

In April 1994, James Jebbia opened Supreme in New York’s SoHo neighborhood with hopes of catering to the burgeoning Downtown skate scene. In its early days, the store's offerings ranged from skate hardware and decks to OG skate apparel brands like Shorty’s and Zoo York. Supreme, as a brand, was never a part of Jebbia’s initial vision. “Up until that point, I had simply looked at Supreme as a skateboard store and not really a brand itself,” Jebbia recalled in Rizzoli’s 2010 book about the company.