Streetwear giant Supreme is putting the NYPD and New York City on its clothes. The brand has signed a deal with the city to sell shirts and other merchandise bearing city-owned trademarks, including “Made in NY” and “NYPD.” The contract runs through 2028, with an option for the city to extend it through 2030.
Under the non-exclusive agreement with NYC Tourism + Conventions, Supreme agreed to pay 6% of its net profits from items sold using city logos and a lump sum of $22,000. The deal already shows results: the label’s flagship store on the Bowery in Manhattan has been selling zip-up DSNY hoodies and FDNY baseball caps, with the fire department hats and DSNY “collab” selling out quickly.
Where the paper stands
The paper backs smaller government and is against agencies writing their own authority, so it is against an agency like NYC Tourism + Conventions signing a deal that puts city trademarks on private merchandise. The deal lets a city agency license NYPD and Made in NY marks to a global streetwear brand for years, with payments tied to sales rather than a fixed fee. That arrangement hands the agency discretion over private commerce, and the paper opposes that.
The deal’s structure rewards the city for Supreme’s success. Every sale brings in a piece of the profit, and the lump sum of $22,000 adds a fixed payment on top. The city can extend the contract through 2030, keeping the arrangement in place for another decade beyond the current term.
The paper wants the public to watch for more deals like this one. When a city agency becomes a licensing partner for private brands, it crosses a line between public service and private gain. The sell-out of the FDNY caps shows the demand is there, but the paper would prefer that demand met without the city taking a cut of the profits.
Key Facts From the Deal
- Brand: Supreme, loved by Justin Bieber, Madonna and other top celebs
- City agency: NYC Tourism + Conventions
- Payment: 6% of net profits plus $22,000 lump sum
- Logos: “Made in NY” and “NYPD”
- Current deal: Through 2028, with option to extend through 2030
- Products on sale: DSNY hoodies ($188), FDNY caps ($58)
- Sell-through: FDNY caps and DSNY “collab” sold out quickly
How the Deal Works
The partnership brings official city branding to Supreme’s stores. The deal covers trademarks including “Made in NY” and “NYPD,” giving the brand permission to use those marks on its products.
Supreme shoppers at the Bowery location welcomed the partnership. Katherine Donnelly, a first-time Supreme shopper working for the city’s Department of Design and Construction, said, “People want to represent New York.”
Will Guartan, a frequent Supreme shopper, noted that the FDNY caps and DSNY “collab” sold out quickly. That suggests demand is real, not just window dressing.
Julian Eversley, a retail worker at Supreme, said the company is betting the Big Apple brand will be lucrative. The deal’s structure supports that bet: 6% of net profits plus a fixed fee means Supreme only pays when the products move.
Alyssa Schmid, a NYC Tourism + Conventions spokesperson, said the city welcomes partnerships with brands who want to support New York City trademarks, which also includes Nike and J. Crew. The deal puts Supreme in the same category as those established names.
The Products on Sale Now
The deal is already visible in store. Supreme is selling zip-up DSNY hoodies and FDNY baseball caps at the Bowery location.
The DSNY hoodies are priced at $188. The FDNY caps are priced at $58. Both are available now, and the quick sell-out of the FDNY caps suggests the demand is strong.
Customers at the label’s flagship store on the Bowery welcomed the partnership. The deal gives the store a new reason for people to stop by, and the NYPD branding appears to be doing the job.
The City’s Share of the Revenue
The city gets a share of the revenue from every sale. The 6% profit split means the city earns more the more Supreme sells.
The lump sum of $22,000 is part of the agreement. The city’s nonprofit marketing and tourism arm also has the option to extend the pact through 2030.
The deal is non-exclusive, meaning Supreme can still partner with other brands while carrying NYPD and Made in NY marks. That flexibility likely made the arrangement more attractive to Supreme.
What Shoppers Are Saying
Shoppers at the Bowery location have been vocal about the partnership. Katherine Donnelly, a first-time Supreme shopper working for the city’s Department of Design and Construction, said, “People want to represent New York.”
Will Guartan, a frequent Supreme shopper, said the FDNY caps and DSNY “collab” sold out quickly. That is a concrete sign of interest, not just talk.
Julian Eversley, a retail worker at Supreme, said the company is betting the Big Apple brand will be lucrative. The deal’s structure supports that bet: 6% of net profits plus a fixed fee means Supreme only pays when the products move.
The public reaction suggests the partnership is popular. Shoppers want the products, and the city’s official marks are part of the appeal.
The Timeline of the Agreement
| Period | Detail |
|---|---|
| Current | Non-exclusive agreement with NYC Tourism + Conventions |
| Through | 2028 |
| Option | Extend through 2030 |
| Payment | 6% of net profits plus $22,000 lump sum |
The timeline shows a deal with a clear end date. The city can choose to extend, but it is not obligated to.
The Business Case Behind It
Supreme is a global brand with a loyal following. Its customers include celebrities like Bieber and Madonna, and the brand has built a reputation for exclusive releases that draw crowds.
The deal is structured so Supreme only pays when the products sell. That reduces the risk of a costly launch that fails to move.
The sell-out of the FDNY caps is a signal that the strategy is working. When a product runs out fast, it means demand exceeded supply, and the city’s marks were part of the attraction.
What Shoppers Should Know
The deal changes what you can buy at Supreme. NYPD-branded products are now on offer, and the FDNY caps are gone.
If you want one, you might need to act fast. The DSNY hoodies are still available, but the caps are already history.
The deal also raises the question of what comes next. If the FDNY caps sold out, what will happen to the next NYPD release?
The deal’s success so far suggests more NYPD products could be on the way. The city’s marks are proven sellers, and Supreme has shown it can move them quickly.
The deal is a win for both sides. The city gets revenue from a brand with global reach, and Supreme gets the cachet of official NYPD branding.
Source material: “Streetwear giant Supreme — beloved by Bieber, Madonna, other A-listers — to start selling NYC, NYPD merch in new deal with city,” the New York Post.
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