We all know the Supreme logo.
But did you know that logo came from appropriating the style of iconic artist Barabra Kruger?
BACKGROUND:
In 2017, we worked alongside Barbara Kruger and Performa, starting a social commentary on the idea of art appropriation and consumerism in street-wear culture.
Kruger’s performance was meant to insert the artist into the urban street culture that had absorbed, appropriated, and applied her art and attitude into brands such as Supreme.
THE BRIEF:
Tasked with bringing her performance art to the digital space, creating content to build hype for her installations and performances.
THE IDEA:
Influencers have become synonymous with consumerism. But who are we following? The person? Or a brand?
We challenged that relationship by manufacturing a fake undercover influencer with the sole purpose of infiltrating the streetwear culture to build hype
for Kruger’s art performance, and thus becoming a part of the performance itself.
THE MECHANISM:
We did a “Terry Richardson-like” (he was known to take photos of skaters and models in the supreme shirt) photoshoot to launch our character.
The shirt we used was the classic boxed logo graphic without any branding to tease the event and create hype for the pop-up.
We then took her character online and created @notmyhandler.
We also put the classic boxed logo sticker with the date of the pop-up all over New York.
Created a teaser video for the date of the pop-up.
THE POP UP
On the day of the pop up we revealed our “influencer”.
We then made a final video revealing the character online
And some people noticed.
