I waited in a line to go to a mysterious cult skater store worth $1 billion to see why teens are so obsessed by Dennis Green on Oct 30, 2017, 9:35 AM Advertisement
 Supreme is red-hot. The streetwear apparel brand is having an amazing year with a roughly $500 million cash infusion from the Carlyle Group, valuing it at $1 billion. Adding to the good news for the company is a primo ranking on Piper Jaffray's semi-annual Taking Stock of Teens survey, which indicates teens are eating it up — or at least desiring it — like never before. Founded in 1994, Supreme was created by James Jebbia and catered to skaters. There's an air of mystery about the brand, and Jebbia gives few media interviews. Now, celebrities from Justin Bieber to Milo Yiannopoulous have been seen wearing Supreme's clothing, and its cachet only seems to grow. It now operates 11 stores around the world. I went to Supreme's store on Lafayette Street in New York City to see how the brand became the phenomenon it is today. SEE ALSO: Steph Curry tried to shade Under Armour's haters — but accidentally exposed the brand's biggest flaw Every journey to Supreme starts with standing in line. It doesn't matter when you go — there will be a line. The store only allows about a dozen customers inside at any one time, and it's relatively tight inside. 
But if you're new to the experience, there's nothing there to explain the process to you. There was an empty set of ropes in front of the door, so I tried to walk into the store like you would any other. I was blocked. "Line starts around the block," I was told.  Around the block, I found another set of empty ropes, and a family of four entered right in front of me. I got my hand stamped in one line, was held for 30 seconds, then moved to the other line and got my hand stamped again.
Only with both stamps are you allowed to enter the store. After the bizarre ritual, I was finally inside. 
See the rest of the story at Business Insider
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