Supreme’s “Sale” To LVMH: Shameless Clickbait

Supreme, Louis Vuitton, and LVMH (the conglomerate that owns LV, Hennessy, Sephora and more) have all been in the news a lot lately. It’s understandable: When Supreme and Louis Vuitton came together, it moved mountains. It was a cultural moment of such magnitude that we couldn’t blame you for thinking that it was fake when the news first broke.

Thankfully, it wasn’t fake. But something that would have been just as earth-shattering that’s been making the rounds on the web these past few days is fake.

Highsnobiety (a site that we generally hold in extremely high regard) and many other sites reported yesterday that Supreme may be sold to LVMH for a whopping sum of $500 million. This would normally be a fascinating development … if it wasn’t so obviously false. Each site that reported this “news” didn’t have any hard evidence, leaked information, or quotes to back up its validity, just rumors on the street. The news hardly lasted a day before other posts popped up saying the sale wasn’t happening, and the Internet went back to rest.

But the way the whole thing was handled SEVERELY pissed us off.

These are sites that claim to be at the head of the culture. They’re the biggest and the best … so what are they doing posting completely unsubstantiated clickbait bullshit like this with no facts to back it up? It’s ridiculous, and they should be ashamed of themselves for posting a story of this magnitude that doesn’t have even the slightest shred of truth to it.

Supreme’s fierce independence is what’s made them so cool over the past 20-plus years, and anyone who knows anything about James Jebbia knows he’d never consider selling the brand. You’d think that someone at one of these sites would think a little more before posting such blatant garbage, but we guess that’s too much to ask.

We might not have the reach that Highsnobiety does … but we can promise you that we’ll never post something without doing our research for the sake of clicks. Our culture is more important than that to us.


What do you think about shameless Supreme-related clickbait? Does it annoy you as much as it annoys us? Hit us up and let us know in the comments or on Twitter, check our Facebook page for updates, and, as always, be sure to follow us on Instagram for all the fire sneaker photos you can handle.


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