It’s an unusual collaboration for Supreme, which usually sticks with collaborations with fashion and lifestyle brands. Zane Comer, executive creative director of Within, a branding company, believes the two brands have little to lose from the collab. “Hype has a formula,” he says. “For Supreme, it’s a low-risk way to generate earned impressions. If the collab doesn’t go viral, nobody knows about it. No harm, no foul. For Oreo, associating their product with a brand that has the cool-factor of Supreme also creates legitimate relevance out of thin air.”
But not everyone is a fan. Supreme, once a small skateboarding store, has grown a cult following, and as its brand grows in popularity, so does its prices. A $485 Supreme x Louis Vuitton T-shirt was marked up to $2,500 on eBay in 2017. “Can’t wait to spend my rent on cookies” tweets one Twitter user. “Don’t have $250 to spend on eBay for them” tweets another. And yet another: “Supreme running out of ideas at this point.”
“As their value lives in their logo, Supreme has clearly jumped the shark with their overpriced Oreos which destroys the value when eaten,” says Jeff Greenfield, co-founder at C3 Metrics.
Even Instagram influencer Daquan, who has 14 million followers, shared his disbelief in a post to his users. Others are simply upset that they closely resemble Oreo’s Red Velvet-flavored cookies.