Meet Supreme's New Creative Director Tremaine Emory

The Denim Tears founder has been officially named as new creative director.


American streetwear label Supreme has announced the appointment of its new Creative Director, Demin Tears founder Tremaine Emory. The announcement came earlier this week and marks the first creative director at Supreme following its acquirement by the V.F. Corporation in November 2020. It is currently home to other labels like Vans, The North Face and Timberland. 

Emory will reportedly work closely alongside the company's founder James Jebbia, who launched the brand in 1994 with its first store in Lafeyette Street in Lower Manhattan. Emory has emerged as a powerful voice in the fashion industry for his work with The Face founder Acyde on 'No Vacancy Inn' a podcast curating culture, art, nightlife, and, of course, fashion. The subsequent merch behind the podcast became a pivot in their story, and Emory went on to produce collaborations with Off-White, Stussy, and New Balance. 

Emory has worked as a designer under his own label (and alias) Denim Tears, creating garments fused with politics and history. Denim Tears uses innovative storytelling producing cotton-based pieces while exploring the intertwined fiber's history with U.S. slavery. Many speculate whether the 39-year-old Georgia-born designer will hail a new era of socially conscious campaigns from the luxury brand and infuse some much-needed storytelling into its DNA. 

In the past decade, the fashion industry has been adopting designers invested in activism and social justice in order to remain at the forefront. The appointment of Virgil Abloh at Louis Vuitton after Off-White skyrocketed as the number one label of 2018, and he remained committed to including BIPOC both on the runway and in the atelier. The industry repeatedly comes under fire for its lack of diversity and failure to engage in social issues on a deeper level, leaving room for debate on whether the Supreme will pick up the pace with its appointment of politically-minded Tremaine Emory. 

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