SUPPLIER chose Playboy, the iconic symbol of youth culture, as the first collaboration partner brand. The first pop-up held in Tokyo at the end of November 2021, many iconic influencers of youth and hip hop heads crowded the venue.

In November of 2021,

SUPPLIER released its first collaboration with Playboy, the globally recognized symbol of youth culture.

Unknown, who had refrained from collaborations since its duet with ASAP MOB, released its collaboration with Ed Hardy in 2021 at last. Tens of thousands of visitors flooded the Unknown website at the drop of the collaboration, causing an instant flash sell out in seconds. That momentum remained - when Unknown did a pop-up in LA, long lines were formed outside the store ahead of its open, leaving a long lasting impact on the youth culture of America.

In 2020, immediately after the launch of SUPPLIER's private label line, the event that left the most impact with our customers was the "Shibuya Jack." SUPPLIER hijacked the big digital billboards of Shibuya out of nowhere, for a whole week, and SUPPLIER debuted its birth with the legendary WHASSUP party. The guerilla PR campaign is a classic example of SUPPLIER bringing elements of the global street scenes back to Tokyo.

The momentum that came with the birth of SUPPLIER'S private label brand only accelerated with launch parties left and right across Japan. Kobe, Osaka, Nagoya and finally Tokyo. The customers that got to witness and feel first-hand the unique and bold world view of SUPPLIER showed up at one WHASSUP PARTY after the next, armored with SUPPLIER gears.

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