By Paula Osorio
P. Osorio is a skate culture lover and a full-time writer for SHIT®️ Magazine.
The vast company has gotten even bigger thanks to their investment in Supreme. With more than twelve decades of history behind them, VF Corp has joined the brand hype that James Jebbia has brought since 1994. Let’s check out the most important points regarding this purchase and see how it will influence the skateboarding scene.
The Fellow Brands
The Colorado-based VF Corporation has built its name around the connections its made and the link they saw their customers have between their own lifestyle and how the brands they support, best suit their needs. In the beginning, the company was named Schuylkill Silk and, as its name suggests, their main focus was silk products which consisted mainly of lingerie. However, after a contest, they decided to change it to Vanity Fair Silk Mills Inc. Once World War II had ended they had to remove ‘Silk’ out of its name due to a trading embargo. To keep the diversity in their product line, they decided to abbreviate its name during the 1960s and after acquiring the now well-known jeans brand Lee the company was named VF Corporation. Between the 80s and 90s, they started buying up multiple brands to add to their own. Brands such as Wrangler, Rustler, Jantzen, JanSport, Red Kap, and Bulwark. This made them the largest publicly held clothing company in the US.
The Future Is Now
As the new millennium rolled around, the executives from VF Corp were getting ready for new business endeavours. In the 2000s they acquired multiple high-performance outdoor-wear, that gave the company a different personality. Some of these brands were North Face, Eastpak, and Nautica. The purchase of these brands was just the tip of the iceberg for what was about to happen. A huge sea of acquisitions established them as one of the biggest investors of clothing products in the world: They officially bought Vans, Kipling, Napapijri, Reef, 7 For All Mankind, Lucy, Eagle Creek, Ella Moss, and Splendid. After this, they added a new side to their portfolio by buying Timberland and expanding the VF’s Outdoor and Action Sports collection.
They also wanted to increase their workwear collection by buying companies like Dickies, Workrite, Kodiak, Terra, and Walls. In addition to this, the acquisition of Icebreaker® turned out to be an ideal complement to VF's Smartwool. After a long-time relationship with Nautica, the VF Corp decided to sell it and separate the Jeanswear line into an independent, publicly-traded company named Kontoor Brands, Inc where Wrangler, Lee, and Rock & Republic are housed.
This is the scenario that Supreme are in; this New York brand focused on the streetwear market, is going to be managed by the VF’s executives but the founder and the brand’s personality will remain intact. So, don’t worry folks, this is a perfect opportunity for the brand’s growth and expansion. In Jebbia’s words, this is a very good decision: “We are proud to join VF, a world-class company that is home to great brands we’ve worked with for many years, including The North Face, Vans, and Timberland. This partnership will maintain our unique culture and independence while allowing us to grow on the same path we’ve been on since 1994.”
We’re looking forward to seeing what’s going to happen with Supreme and their new collections. We’re sure it’s going to be huge.
We’ll keep you updated with all the new and inside info, we can gather!
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