James Jebbia opened sole the skate only shop SUPREME in Lafayette Street, NY in 1994. As the brand was named "supreme", the brand releases simple functional but stylish items. Its products became very popular even in Japan. Some of the supreme motive are cultural featuring photographers, musicians, and artists. On the other side, they deal with the audacious photo motif of the super model Kate Moss. The respect to the black culture shows up in the motives of Muhammad Ali, Martin Luther King, Jr., James Brown, etc. The symbolic motives include BOX logo which has design with the white logo on the red square, and arch logo which usually appears on the zip hoodie.