Tremaine Emory Talks Streetwear, Levi’s Collabs, BMWs and More
On February 16, Tremaine Emory was named Creative Director of Supreme. It was the first time the VF Corp-owned streetwear giant had publicly confirmed an external hire for the position. So, it was a move that was celebrated by many, and rightly so.
Emory has a proven track record of using clothing as a vehicle for meaningful storytelling. His brand Denim Tears makes various references to the Black experience. A 2021 project with Champion paid tribute to black activist and choreographer, Alvin Ailey, for example. Perhaps the standout items so far have been his Cotton Wreath jeans with Levi’s. The cotton crowns printed on each pair are a reference to slavery.
“The world doesn’t need more clothes. So I think clothes should have some sort of meaning, a reason why,” Emory tells Complex about his motivations for communicating these types of messages through his clothes. It’s this mindset that has people excited about what Emory will create at Supreme, a brand that has often referenced various areas of black culture with its collections, but hasn’t always followed suit. completely educating the consumer on these touchpoints.”I thought making clothes about fate, fame, all parts of being part of the African Diaspora was a good place.”
Emory’s future with Supreme is something everyone is always curious about. Not much has been said other than the initial announcement by either party. But that’s not the only thing Emory is working on right now. Earlier this month, it launched its latest Denim Tears collection, an offering consisting mainly of jeans and striped rugby sweaters bearing images like Black Jesus and cotton peace signs. Last weekend, Emory joined BMW in the desert for the first weekend of Coachella alongside a handful of other ambassadors to celebrate the unveiling of a custom BMW iX car wrap inspired by Doja Cat. planet she.
While Emory couldn’t talk about his new role with Supreme, the designer had a moment to speak with Complex at the event about his thoughts on using the term “streetwear,” the success of his denim. Cotton Wreath, Her Essentials and Suite. Check out the full conversation below.
(This interview has been edited and condensed for clarity.)