SUPREME X DJ SCREW: THE $1.5B BRAND BETS ON HOUSTON — Quick Facts
Supreme collaborated with the estate of DJ Screw for a six-piece Spring 2026 capsule dropping April 2, featuring football jerseys, hoodies, and a Foco bobblehead honoring the Houston chopped and screwed pioneer. The drop lands as Supreme navigates its post-EssilorLuxottica acquisition era, having been sold for $1.5 billion in 2024 after VF Corporation bought the brand for $2.1 billion in 2020. The collaboration raises genuine questions about cultural ownership, resale dynamics, and whether a French-Italian eyewear conglomerate can steward a Houston hip-hop legacy.
Key Data Points
- DJ Screw released over 350 mixtapes and could sell thousands of cassettes in a single day from his Houston driveway before his death at age 29 in November 2000.
- Supreme was sold to EssilorLuxottica in July 2024 for $1.5 billion, a $600 million drop from the $2.1 billion VF Corporation paid in November 2020.
- The Supreme x DJ Screw Spring 2026 collection includes a Foco bobblehead and football jerseys reading 'SCREWED UP CLICK,' released April 2 in the same Week 6 drop as a $9,000 Supreme-branded ATM.
Frequently Asked
- What is in the Supreme x DJ Screw Spring 2026 collection?
- The collection includes football jerseys with DJ Screw's image and 'SCREWED UP CLICK' branding, zip-up hoodies with airbrushed artwork, matching sweatshorts, S.U.C. tees, five-panel caps, and a Foco bobblehead of DJ Screw. It dropped April 2, 2026, with Asia availability on April 4.
- Is the DJ Screw estate involved in the Supreme collaboration?
- Yes. Supreme formally partnered with the estate of DJ Screw for this collection, meaning profits flow to his family rather than being a unilateral brand decision.
- Who owns Supreme in 2026?
- Supreme is currently owned by EssilorLuxottica, the French-Italian eyewear company behind Ray-Ban and Oakley, which acquired the brand in July 2024 for $1.5 billion from VF Corporation. Founder James Jebbia continues to manage the business.