White walls, a chrome interior and neat displays let you know that Supreme is serious about its thing: skating. Pro-skate videos play on televisions; the store also mounts rotating art exhibits. It's the coolest, most streamlined and well-designed view into this subculture. The staff is knowledgeable and very attractive, which sort of makes up for the moderate level of friendliness. Clientele includes Japanese hipsters who want to be down, pro-skate cuties and the occasional "Kids" cast member (they're everywhere).
Supreme offers skateboards and wheels by Girl Chocolate, Zoo York, Infamous and City Stars, and the store will put one together for you for $120. Check out Supreme's cleverly designed in-house brand of T-shirts, clothing and accessories, along with labels like DC, Lakai and Good Enuf. Also find skating sneaks by Gravis and Axion.