This year the focus is entirely on Milan. After an endless wait fluctuated by leaks, unofficial clues, and rumors, it would seem that James Jebbia’s brand has finally decided to put its roots in Italy too. It seems that the address chosen for the new shop corresponds to that of Corso Garibaldi, at Piazza San Simpliciano. And therefore pending the official status, Bets have begun on the design of the coveted Opening Box Logo dedicated to the Lombard capital.
Although the first hypotheses indicated a somewhat banal reproduction of the Italian flag, the final concept of the print is turning out to be particularly interesting. Many close to the skate label have spread the news that the shirt will feature a tribute to Leonardo da Vinci’s Last Supper. It is the Renaissance masterpiece located in the Church of Santa Maria delle Grazie, which represents the symbol of the city’s artistic heritage.
In reality, it is not the first time Supreme has used the iconography of the Last Supper. Already in 2002, the “The Last Supper” set was released consisting of sweatshirts, stickers, and skateboards depicting that work, but in this case, the reference takes on a completely different value.
The launch is scheduled for May 6, but it remains to be understood how the event will be managed given the limitations that prevent gatherings.
The opening in Milan represents the beginning of a new creative chapter for the brand recently acquired by the VF Corp group and which today has to face a waning hype. Despite this, Supreme’s aesthetics should remain intact even with the change of ownership along with its rituals. One of these is precisely the release of the box logo dedicated to the new opening. A tradition started by Jebbia in Tokyo in 1998 and respected for each of the 12 stores worldwide. And today, like yesterday, the Box Logo is still one of Supreme’s symbolic garments. It contains the aesthetics, history, and ethos of a brand that has made a simple logo its weapon to play with contemporary culture.