The Business of Fashion reports that Supreme has chosen Tremaine Emory to serve as its new Creative Director. James Jebbia, who founded the company, oversaw Emory’s first job for the company.
Emory will start designing for the label this week while Jebbia manages every aspect of the company. The hire represents the biggest change in the brand’s history since it was acquired by VF Corp, the parent company of the North Face. 2020 saw the transaction’s completion as VF paid $2.1 billion for Supreme.
Tremaine Emory: Who is he?
Tremaine Emory, a.k.a. Denim Tears, is a radio personality who also dabbles in music and fashion. Emory was reared in Queens after being born in Atlanta, Georgia, but currently resides in Los Angeles.
Despite reaching new heights as Supreme’s Creative Director, he has long been inspiring fans through fashion products, radio podcasts, and his renowned parties at the “No Vacancy Inn.”
Tremaine Emory is a well-known figure in the creative community who is redefining high fashion by fusing it with lifestyle. When he co-founded No Vacancy Inn, a well-known platform for the music-nightlife-fashion collective, he made his debut with a boom.
He has participated in several joint ventures, such as those with Levi’s, Converse, and Champion. He most recently collaborated with the Asics company, continuing his history with streetwear.
Heavy hitters in the fashion business like Virgil Abloh, Frank Ocean, Kanye West, and Tom Sachs have worked with Emory. All of these shifts have been utilized by him in his effort to use his style to tell the story of African-American creativity and culture. In order to inform customers about the experiences of people of color, he tried to offer a “cultural vein.”
Recently, Denim Tears and Levi’s worked together to investigate the connection between cotton and America’s history of slavery. The collection was inspired by the 2020 Black Lives Matter protests. In an interview with Esquire in 2020, Emory connected his brand, “Denim Tears,” and “Supreme,” stating:
Denim Tears is essentially African-American sportswear, despite Supreme’s publication of some incredibly emotional clothing about what Black people and other people go through in the world.
Do you get what I’m saying? Therefore, Supreme would perform something akin to a Malcolm X tribute every two seasons. That’s the main thrust of my claim. And that is how I have begun. I suppose it’s just a civic or cultural zeitgeist.
Tremaine Emory is mostly a storyteller who tells his stories through his artistic endeavors. He is known in the industry as a cultural provocateur, tastemaker, and multitalented artist.
Additionally, he created the term “Art Dad,” which he researched with the help of Virgil Abloh’s company, “Off-White.” In his most recent essay, he collaborated with New Balance to offer the phrase “WiFi and Water” as an idea of what we require to survive.
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