Supreme, the trendy streetwear clothier adored by celebrities and cool kids alike, has been sold to an eyewear manufacturer for substantially less than it sold for just four years ago. Italian company EssilorLuxottica announced Wednesday that it’s buying Supreme for $1.5 billion in cash from VF Corp. (VFC), the parent company of Vans and Dickies, which bought the brand for $2.1 billion in 2020. Supreme “perfectly aligns with our innovation and development journey, offering us a direct connection to new audiences, languages and creativity,” EssilorLuxottica said in a statement. The company added that the brand will have its “own space” in its portfolio and marks its first-ever apparel brand acquisition. “Buying a streetwear brand at a time when that aesthetic has gone off the boil is risky, and it is not clear what EssilorLuxottica intends to do to revive Supreme’s fortunes,” Saunders said.

Source: CNN July 17, 2024 12:56 UTC