Supreme x Burberry

It’s just another day in Manhattan… Or so you think so you think. You’re walking down the street looking to grab a bite to eat, when all of a sudden, you’re blocked by a line of people — and there’s no end in sight.

You’re racking your brain — is Subway giving out free sandwiches again?

Nope. It’s just the Supreme X Burberry collaboration. That’s right: people lined up all around the block to just secure the drops from this hugely anticipated collection. It was a high-stakes game — some of them even got physical when they thought others were trying to cut them in line. 

At Covalent, we say that your collaboration should excite customers, but perhaps it shouldn't do so to the point that they’re willing to lose an eye over a hoodie.

Though, to be fair, the collection was pretty impressive, as it managed to combine the iconic — yet dramatically different — aesthetics of both brands. It featured Burberry‘s luxury plaid print and weather resistant gabardine (a textile Buberry invented in the 19th century) on Supreme’s streetwear staples, including puffer jackets, bucket hats, and skateboards. 

In all honesty, anything these two made would have been a hit. Both brands have become far more than just clothing labels—they represent entire cultures.

Burberry has amassed a huge following of customers who appreciate classic British clothing with outdoor functionality that lets them take the world by storm — Sherlock style. And Supreme’s streetwear is globally recognized for its simple, bold designs that uplift urban subcultures, including skaters, hip hop groups, and pretty much anyone young. 

Partnering with Burberry is just one of the ways that Supreme takes over the luxury space with culturally relevant styles. In turn, Supreme gives Burberry the modern edge it needs to attract young customers, who tend to care less about designer labels.

All in all, Supreme X Burberry is a great lesson in how collaborations both create and reveal excitement about brands. People probably wouldn't have fought if it was just a Burberry collection, but paired with Supreme, the tensions could never run higher. 

**Covalent does not condone fighting and is not responsible for any scuffles provoked by your collaborations.