For the general public, he is an illustrious unknown.
But for the small world of streetwear, Tremaine Emory is a reference.
Friend of Virgil Abloh (
artistic director of
Louis Vuitton Homme,
who died last November, editor's note
), Emory worked as a consultant with Kanye West at Yeezy, but also for rapper Frank Ocean (on the album
Blonde
, 2016) or the Stüssy brand.
Her personal line, Denim Tears, is ultra-trendy.
Read alsoVirgil Abloh, the one who opened up the field of all possibilities
No wonder, then, that at 39 years old, this American native of Georgia who grew up in Queens landed the position of creative director of Supreme, a reference in streetwear.
Objective ?
Injecting a bit of political consciousness into a brand that was born out of skate culture in the 1990s, but became ultra-speculative – it was bought in 2020 for more than two billion dollars by VF Corp (Vans, Timberland).
Close to the Black Lives Matter movement, very involved in associations, in particular helping single mothers, Tremaine Emory draws on his African-American roots to invent a multi-referenced fashion, between folkwear and streetwear ingredients.
For his collaboration with UGG, he was inspired by the culture of the Seminole Indians (his great-grandmother was from the community of black Seminoles, descendants of slaves and native Indians).
Conscious streetwear, a new trend?
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