Streetwear juggernaut Supreme has appointed Tremaine Emory as its Creative Director, according to reports. Founder James Jebbia will continue to oversee all aspects of the business while Emory will work closely with the label’s design team.

Emory is known for his artistic project Denim Tears, which uses denim, particularly jeans, as a catalyst to share and retell the Black American experience. As a brand, Denim Tears has collaborated with the likes of UGG, Champion, and Asics, to name a few.

The .@denimtears founder will operate his brand concurrently with Supreme. https://t.co/C9pDiqiLdi pic.twitter.com/9SiOnvhWgf

— Sneaker Freaker (@snkrfrkrmag) February 16, 2022

Emory’s appointment is the first major announcement from Supreme since its $2.1 billion acquisition by VF Corp in 2020. While the recent acquisition has led many fans to question the brand’s authenticity, Emory’s place as Creative Director could lead Supreme into a bright and hopeful direction given his multi-disciplinary background.