Supreme knows how to make headlines: the voodoo dolls, the Vuitton collab, that brick. And the upcoming Supreme x Jacob & Co. collab is no different. Since 1994, the James Jebbia-helmed label has been known for teaming up with some of the most obscure brands to make some of the most obscure items. But the latest partnership is useful, and practical, and nice to look at – and a sign that the Supreme customer is perhaps growing up.
Releasing as part of Supreme's Spring Summer 2023 Week 10 line-up, the upcoming Jacob & Co. drop takes on the luxury goods company's signature Engraved Bracelet. Featuring a minimalist design, it's set to launch in 14K gold and sterling silver flavours, and will be etched with Supreme's world-renowned box logo across each of the links.
It's a far cry from the fire extinguishers of releases past. The Jacob and Co. collection is muted, and minimalist; logomania, but done in a quiet luxury way. It's a stab at fine jewellery, and despite the low weightage (14 carats is on the lower end of haute, haute bijouterie), and comes with a fine jewellery price tag. Think about the cost of the Supreme x Jacob & Co. Time Zone from 2020, which started fata cool $12,000, and you can expect these bracelets to retail for at least four figures.
Still, that's probably not gonna stop hypebeasts from lapping up the Supreme x Jacob & Co. The brand continues to traffic with the younger generation, and it's now making stuff that'll cater to millenial fans. Get you a bracelet that can do both. It makes commercial sense to release this kinda collab.
Rumoured for an April 27 release, you can expect it to sell out in seconds. It's still Supreme before. And it's a lot more wearable than a brick.
