What VF Corp is going to do with Supreme The future of James Jebbia's brand could depend on China

After the acquisition of last November for 2.1 billion dollars, it's time for VF Corp to uncover the cards on its intentions with Supreme. The company that owns Vans and The North Face is now faced with the need to make the streetwear community understand what will happen to Supreme, for a few years now in a waning phase that has seen the hype around the brand slowly fade away. 

The real challenge of VF Corp, however, will be to revive the interest in the brand, which has long been no longer the protagonist of a world that seems to have lost the desire to wait anxiously for the next drop on Thursday, but which above all seems now far from the world of Supreme. With the rediscovery of the basic and the desire for conscious fashion, James Jebbia's brand will have to find its place again in a world in constant evolution.