The Devil Wears Supreme? Tastemaker Sarah Andelman on Supreme’s Secrets to Success

By Sotheby's
Famed for her discerning eye and quirky taste, retail innovator Sarah Andelman was best known as the founder and creative director of the Parisian concept store Colette. Now running a brand consultancy and curating company, she continues to work with fashion brands to create interesting projects and products around the world. Sarah talks to us about how Supreme continues to surprise the world and leads the trend.

What does the brand Supreme mean to you?
Now, it is difficult to not just think: SUCCESS.

What got you into collecting Supreme?
It’s authenticity and uniqueness. The fact it could be associated with major artists like Richard Prince, Damien Hirst…etc but also pop culture icons like Kermit or The Pink Panther.

From your perspective, what makes Supreme so collectible?
The fact it’s always a renewal, each season, you will find unexpected products.

What was your first major Supreme memory?
The decks with KAWS.

SUPREME MAGLITE SET RED [2 PIECES] , Estimate: HK$12,000 - 18,000. © Travis Vaughn

What are your 5-10 favorite Supreme accessories and why?
The air horn
The Chicken Dinner ashtray
The Thermos
The collapsible shovel
The shower cap (I know, it was a gift item)
The recent Band-Aid bandages
The Undercover Gilapple light

Because they are so absurd: just this red and white logo can magnify any item and make it so desirable.

What is your all-time favorite Supreme piece?

Favorite Supreme collection of all time?
Urs Fischer decks, and the Bandana x The North Face from Fall/Winter 2014.

Cash Cannon | A GROUP OF 9 SUPREME TOYS , Estimate: HK$8,000 - 12,000. © Travis Vaughn

Why do you think Supreme has such high resale value?
Because it’s so difficult to get. Because they never repeat themselves. Because it’s the symbol of a certain coolness related to the freedom of skateboarding. Before they are out, they are already collected by the collectors.

People go crazy for Supreme accessories - what makes them so appealing?
Because Supreme will always go with ‘the’ original brands. If it’s a clock, it’s Braun. If it’s a light, it’s Maglite. A guitar, it’s Fender…etc. There is no accident, each partner is picked for good reasons. And then it’s the rarity, if you miss it- too bad, it won’t be reproduced again.

If you could only have one Supreme accessory, which would it be?
THE CASH CANNON MONEY GUN! (which I still dream to get one!)

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