As with most Thursdays, a line of teen and 20-something dudes lined up in front of Supreme’s New York location this morning in hopes of scoring the skate brand’s new releases. What made today’s queue a bit different from most, though, was that unlike the typical fare the skate company–turned–lifestyle brand releases, this week’s drop includes a collaboration with one of the most famous metal bands of all time, Black Sabbath. Hockey jerseys come in Sabbath purple with the brand’s logo on the front, Ozzy Osbourne’s visage is splashed across a tee, and theBlack Sabbath album cover fills the back panel of a denim jacket.Highsnobiety.com was quick to point out that unlike the rest of the brand’s collabs, which have included partnerships with Thrasher, Undercover, and Vans, theirs with Black Sabbath is a bit off the mark. Their reasoning? Sabbath is about as far removed from skate culture as you can get. (It doesn’t help that Supreme’s official press release calls Sabbath guitarist Tony Iommi, he of the plastic fingertips and mind-melting solo on “Symptom of the Universe,” “Tommy Iommi.” Oops!)
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It’s not too hard to put the pieces together, though—Supreme thrives on well-timed hype and Sabbath is on a farewell tour with Ozzy. The merchandise will prove to be a nice co-branded effort for both parties. And while these strange bedfellows are ruffling some feathers in the metal community—no one likes a poser in a “War Pigs” tee—Supreme is far from the first fashion label to co-opt metal iconography recently.
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