On a recent trip to Japan, the one theme that kept on reappearing and making our attention and interest spike more than usual - was the pervasiveness of Supreme.

Sure we've seen the edgy Supreme brand doing the rounds online for as long as we can remember, but I never realised just how popular the label was until I saw it everywhere in Tokyo.

So how did a fringe skateboarding brand like Supreme, which was founded in NYC in 1994,  become so huge? Strong branding, false scarcity, cool products, weird CX rituals, a vibrant reseller market and a solid commitment to their brand principles.

Here's the story from CNBC:

Supreme reflects the culture of now. It's like a street uniform looking for recruits. Past a certain point and a brand like this starts to generate its own gravitational field - until such time as it doesn't anymore.