Among streetwear’s stealthiest, buzziest and once most counterfeited brands, Supreme is entering the Chinese market through Dover Street Market’s new Beijing store.
In WF Central, a luxury shopping complex close to the Forbidden City, Dover Street Market Beijing spans across three levels with approximately 40 percent more merchandise than its previous location in Taikoo Li Sanlitun. Dries Van Noten, Jan-Jan Van Essche, Paul Harnden Shoemakers, Walter Van Beirendonck, Airei, Post Archive Faction and Egg are among some of the new brands that are available.
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Located at 22,600 square feet, the expanded Dover Street Market Beijing store was opened last Saturday, with an exclusive Supreme T-shirt expected to be among the most sought-after items. Adrian Joffe, chief executive officer of Dover Street Market and president of Comme des Garçons International, noted that Dover Street Market and Comme des Garçons have a history of pioneering fashion retail in unexpected neighborhoods, and often move on once they become too mainstream and gentrified.
Dover Street Market Beijing opened in 2010 under the name I.T Beijing Market in partnership with Hong Kong retailer I.T. The store since changed its name to Dover Street Market Beijing in 2018. This marked Supreme’s first official entry into the Chinese market following its presence in Dover Street Markets in New York, London, Los Angeles, California, and Tokyo, Japan.
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It was reported that Dover Street Market had Supreme on board for a China market expansion for some time, but the American skate brand delayed its opening due to the Coronavirus pandemic and DSM’s relocation.