Korean rapper Reddy has released a video for the single “Supreme,” a visual paying tribute to the brand of the same name. Directed by Dantayspeak, the video shows Reddy in and around around the Fairfax neighborhood the Los Angeles Supreme store is located in. The single is included on Reddy’s just-released album, titled Universe.
We will leave it to the hypists to identify all the very many Supreme items shown throughout the video, but Reddy himself wears a teal Supreme box logo hoodie, Supreme Gucci box logo (200), a Juelz Santana and Jim Jones t-shirt (2006), and a legendary Supreme and The North Face Summit Series jacket (2008) featuring a graphic of New York’s skyline from olden days.
For the most part, Reddy raps in Korean, but the chorus says it all, “‘Preme all day…” He also makes additional references to the brand’s box logo and something being rare. Adding some fun energy to the visual, it’s enhanced with animated flourishes.
Supreme fans are probably going to hate the video because it’s only okay to like the brand if on the surface you act like you couldn’t care less about it. A video that’s an unmitigated celebration of the label lacks the required elements of conflict and self-loathing to make it acceptable for the average Supreme loyalist.
Check out Reddy’s “Supreme” below.