There are so many genius things about Supreme starting with the founder, James Jebbia.

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We have done and do the same thing with Los Angeles when we are there and we continue to do that when we travel.

The first time we landed in the city, having a diploma for only a few months and a new job in hand, we found an apartment on 28th and Madison, where we could walk to work.

The one thing that came across quite clear is that with the rise of social media, everyone wants to be their own brand.

Nobody wants to wear the same thing as everyone else, everyone wants to be an individual.

When we were in Shanghai, having a car take us around the city for 6 hours gave us a compressed version through the window of how each neighborhood felt and changed as we drove from area to area.

When we first moved to the city many moons ago, we would walk the city on the weekends, explore as many neighborhoods as possible, we wanted to just take in as much as humanly possible so we could truly know our city…we do.Many of the young brands starting with Warby Parker to Parachute to Away to All Birds have all been built with new models in mind using technology to acquire loyal customers.Some have spent absurd amounts of cash and we will see how that pans out while others have been scrappy with cash and have built solid businesses. Spending lots of cash doesn’t always work even though the formula might have worked for others. Even if you have built 100 buildings, the 101st takes on a life of its own. I read this week that Wedgewood, that was founded in 1759, is shifting to appeal to the next generation. Not sure why it has taken some brands this long to get on the bandwagon for the next generation but if they have learned anything, I would hope that they would be trying to understand Generation Z now instead of taking ten years to understand Millennials or they won’t be around to sell to Generation Z. Josh and his boys loved Supreme and stopped in their La Fayette store often.We stayed at a family friends apartment on 79th and Park during the few days, we were there to find an apartment.I still remember taking the bus up Madison Avenue from 23rd Street and being in awe of the size of the buildings.We can amplify our individuality on Instagram and Snapchat. They understood that constantly turning their inventory was the way to build a business around individuals.