Although Supreme helped pioneer the earliest forms of American skate culture, the iconic brand has always looked beyond the confines of the popular sub-genre and into the windows of other artistic disciplines. In just the past few months alone, the streetwear magnate has joined creative forces alongside a laundry list of tastemakers, namely, an established artist, luxury auto manufacturer, snacks purveyor, and outerwear specialist, amongst a host of others. With that said, Supreme has once again pivoted to music’s school of rock in teaming up with legendary Irish punk band, My Bloody Valentine, for the Spring/Summer 2020 season.
Shoegaze, also known as ‘dream pop,’ was an experimental sound that sonically bridged the gap between indie and alternative rock. Picking up steam in the UK’s late-80s punk scene, My Bloody Valentine paraded an ethereal mix of off-pitch vocals, bizarre guitar distortions, and other obscure effects, forming a sound like no other. The band provided a defiant voice for ostracized youth, while calling out to figureheads from other areas of expertise; one of them being James Jebbia himself. “My Bloody Valentine has influenced generations of musicians and audiences. The band forged new possibilities in how to make noise music, as well as how to listen to and experience it,” explained Supreme in reference to the band’s lasting influence.
Spread out over an array of streetwear staples, including hoodies, T-shirts, button-downs and a jacket, is an array of graphic imagery that respectfully honors some of the group’s most memorable album artwork. Avid fans of the band will recognize visuals taken from the EP’s Feed Me With Your Kiss and Glider, in addition to the album Loveless.
Supreme’s commemorative My Bloody Valentine capsule is set to drop through its web store on April 23.