Juelez Santana returns to collaborate with Supreme, he is the testimonial of the brand's new campaign
Juelz Santana has returned to collaborate with Supreme, becoming the face of a new campaign that blends the Harlem rapper's unmistakable style with the brand's bold, American-inspired aesthetic.
In images released Tuesday (March 24) by Supreme, Santana is seen wearing a stars-and-stripes outfit, consisting of a jacket, pants and matching hat. The look is completed by Timberland boots and jewels, in line with the flashy but at the same time sober style that has always distinguished both Santana and the Dipset imagery.
Santana's relationship with Supreme is deep, long-standing, but it hasn't always been idyllic.
In 2006, Supreme chose Santana and Jim Jones for one of its first campaigns. At the time, the brand was still defining its identity, while Dipset were at the height of their cultural influence. The photo shoot, shot by Kenneth Capello, became the second installment of Supreme's now iconic photo t-shirt series.
Although the collaboration went on to become one of Supreme's most recognizable pieces, eventually becoming a collector's item, there were some tensions behind the scenes. The members of Dipset claimed they were underpaid, especially considering how much the campaign contributed to Supreme's early success.
Despite this disagreement, Santana's image remained linked to Supreme in the collective memory. And the two collaborated again In 2017, more than 10 years after their first collaboration, Santana was chosen as the face of a collection that saw Supreme collaborate with Timberland. Now, she is once again the testimonial of another collection of the brand.
