Joe Einhorn Is Trying to Build the Next Supreme With Loot

There’s a lot of talk in fashion about finding the next Supreme New York. Much of it centers on just how to catch the same kind of lightning in a bottle, linking fashion, some element of popular culture and an insanely devoted fan base to create a brand that can project globally and power a big business. Palace Skateboards — the buzzy skate name which is said to be working with Rothschild to potentially sell a stake — is just the latest example. But how would one actually build the next Supreme? Joe Einhorn has an inkling. And it starts with his comic book shop called Loot in Brooklyn’s Carroll Gardens neighborhood. It’s a kind of slow-burn second act for Einhorn, who launched store/blog/magazine/wish list Fancy in 2011 and found quick success, attracting investors such as Kering chief François-Henri Pinault (who was also personally on the board), Twitter founder Jack Dorsey and Facebook cofounder Chris Hughes. The 38-year-old, who now has three young children, left Fancy this year and is returning to an earlier passion. Where James Jebbia used a group of kids who loved skateboarding and congregated at his downtown skate shop to make Supreme a global brand, Einhorn is looking to build one

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