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Jebbia Mind Tricks

News and notes on the rumored Supreme trunk show, what went wrong under VF Corp rule, and the James Jebbia of it all.

James Jebbia
The issue for VF is that you can’t sell Supreme without the buy-in and partnership of James Jebbia, the brand’s still very clued-in and influential founder. Photo: David X Prutting/BFA.com
Lauren Sherman
May 30, 2024

Did VF Corp, the down-on-its-luck owner of modern-heritage-ish brands like Vans and The North Face, hire Goldman Sachs earlier this month to market its smaller brands, like the cult luxury streetwear brand Supreme? Nobody is denying the rumor, nor will they confirm, but it sure seems like VF is motivated to shake up its portfolio. The company’s market capitalization is down to $4.7 billion from nearly $40 billion in 2019, and the activist investor Engaged Capital is pounding on its walls. The company is also under pressure to fix Vans, whose sales were down 26 percent in the most recent quarter.