Supreme is a staple feature of American street culture, and its sheer elusiveness and "hyped" reputation makes for its iconic reputation among streetwear enthusiasts--though except in China. That's what Hu Peng, an avid Supreme collector, vows to change moving forward.
Streetwear has been able to penetrate the Chinese market through the likes of Vetements, BAPE, and Thom Browne. Precariously missing, however, is Supreme--otherwise known elsewhere as among the most valuable of its kind, especially when one talks about that vaunted Louis Vuitton collaboration.
That's what makes Hu's passion for Supreme as a spectacle for anyone in China who knows what that brand stands for in the streetwear world. Hu built his collection from his own exposure to streetwear, a product of a past editorial job that has unfortunately caught the Chinese government's ire.
Hu's streetwear underpinnings have inspired him to establish The Roots, Beijing's largest yet unofficial Supreme boutique built out of the ashes of his past stints as editors for NBA and streetwear magazines. His own hip-hop magazine, LOOC, has been shut down by the Chinese government over content issues.
Given the Chinese government's apparent closed-mindedness over the matter, Hu sees as even-greater incentive to market Supreme products out of the rebellious nature it projects. But the collector's passion project faces another peculiar problem over Supreme's lack of brand awareness in China.
Racked reported that Hu's Supreme collection only attracts well-to-do customers from Hong Kong and other countries, as well as celebrities thoroughly exposed to the global streetwear scene. However, he still falls short of attracting a substantial number of locals who share the same brand passion as him.
That's part of the reason why Hu came up with The Roots as his boutique's name. He aims to plant his deep-seated interest for Supreme as the root of streetwear culture in Beijing. But with the Chinese government's avowed suppression of hip-hop's anti-establishment character, he faces an uphill battle.