The Supreme Box Logo is one of the brand’s most coveted and envied items. Over the years, Supreme has released different variations and versions of the design but the classic Bogo Tee (featured above) as rare as ever. But it’s still pretty common to find one on the chest of a celebrity wearing it in a photograph as a feature for Supreme. The items involving these features still carry a lot of clout and hype, but sometimes a sizeable majority of the customers purchasing the shirt are clueless as to who the person in the Bogo is. Underline attempts to solve the issue through the “Behind the Bogo” mini-series; starting off with last summer’s controversial feature, Morrissey.
Morrissey, formally know as Steven Patrick Morrissey, is an Indie/Alt Rock superstar. Way back in the 80’s, Morrissey led, wrote and sung for the UK band The Smiths. The Smiths were assembled after Morrissey and one of his band members had done a gig together, later deciding to make that a more permanent occurrence. It took The Smiths months before they landed their first record deal which eventually launched them into fame. After almost ten successful years with the band, Morrissey’s stubbornness and erraticism was one of the many reasons that the band broke apart. Although, the break-up opened a new path for Morrissey and he was able to embark on a successful solo career as a result.
After the break-up, Morrissey attempted to curate other bands and projects but he always went back to his solo career where he produced 10 hits that have reached the Top 10 UK Singles Charts. In the summer of 2016, he was approached by Supreme with $100,000 to be the figurehead for their SS16 collection. Morrissey being Morrissey, this did not go without controversy.
After Supreme unveiled the above photo on their Instagram account, it was officially acknowledged that Morrissey was the face of the SS16 launch. However, Morrissey shortly thereafter released a statement on his website that included some of the following lines:
“I apologize enormously for the enfeebled photograph of me issued this week by Supreme…and I pleaded with Supreme not to use it.”
“Supreme were issued with a legal caution not to use the photograph and their fee would be returned. Evidently Supreme have ignored my lawyer. No safety within the corridors of law.“
This forced Supreme to respond with a statement of their own which summarized their perspective. They claimed that Morrissey was offered a sum of money to participate in a photoshoot which would be used for two Supreme items: a t-shirt and poster. Supreme said Morrissey agreed on this but after the photo-op, claimed he didn’t want Supreme to use the images they had taken. Instead he offered for them to use one of his own. Supreme denied the request and offered him three options instead:
1) To do an entire re-shoot at Supreme’s expense
2) To select one of the many options from the shoot that were offered to Morrissey
3) To return the money that was paid to Morrissey by Supreme.
Supreme claimed they never received a reply from Morrissey so they did what they say was originally agreed upon and released the poster and t-shirt showcasing Morrissey’s photo. Now, Morrissey is featured on the shirts of thousands and the tensions between Supreme and Morrissey are probably still unsolved. It’s still unknown as to who is telling the truth. However the whole fiasco helped generate a lot of hype and drama for Supreme so in that sense, it was a perfect unorthodox advertising campaign.
Underline does not own any of the photos above.
Check out Supreme’s Instagram.