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Supreme’s Sale to EssilorLuxottica, Explained

North Face owner VF Corp is selling the streetwear juggernaut to the Italian eyewear giant for $1.5 billion in cash. BoF breaks down the deal.
Supreme Store in Chicago.
Despite declining interest in the streetwear category, Supreme returned to growth in the year ended March 2024, posting $538 million in revenue, up from $523 million the year prior. (Supreme)
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BoF PROFESSIONAL

French-Italian eyewear group EssilorLuxottica is buying New York-based streetwear juggernaut Supreme from US apparel group VF Corp. for $1.5 billion in cash in a surprise deal announced Wednesday morning. The deal price represented a comedown from the $2.1 billion VF paid for the brand four years ago.

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Further Reading

Has Supreme Hit a Ceiling?

Sales at the VF Corp.-owned brand have slipped, a sign that there may be a limit to how much its pioneering drops and collabs model can scale. But don’t count the streetwear giant out yet.

Is Streetwear Still Cool?

Luxury brands may have pivoted away from sneakers, puffer jackets and hoodies, but new brands like Corteiz and Free The Youth are making the case for street culture’s enduring relevance in fashion.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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