“One thing that drew me to Supreme initially was that I’d walk by their store and they’d be blasting music, creating an atmosphere that seemed designed to repel consumers. They leave a lot of money on the table for resellers. I wouldn’t say ‘they’re not in it for the money,’ because that’s their profession, but in a way, they aren’t. They’re in it to make something intriguing and subversive. And they wouldn’t mind being recognized that way, as opposed to just being a company with a logo that Drake wears.”