Supreme Signed Merchandise Deal With New York City
The streetwear brand secured a licensing agreement to feature official city agency logos on its apparel.
Updated on Oct. 3, 2026 in Philanthropy
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Supreme has entered a non-exclusive merchandise licensing agreement with NYC Tourism + Conventions. The deal allows the brand to feature trademarks such as Made in NY and the NYPD logo on items sold through 2028.
Why it matters
This partnership formalizes the use of city assets for commercial apparel production. It provides New York City with a new revenue stream through direct payments and a percentage of sales from branded products.
Supreme pays a 6% share of net profits on branded items and provided an upfront lump sum of $22,000. DSNY-branded hoodies are priced at $188, while FDNY-branded baseball caps retail for $58.
The players
Supreme
Supreme is a prominent streetwear brand and lifestyle label originally founded in Manhattan.
NYC Tourism + Conventions
NYC Tourism + Conventions is the official destination marketing organization and convention bureau for New York City.
The details
The licensing deal covers a variety of city trademarks and is currently active at the Supreme flagship store located in the Bowery. NYC Tourism + Conventions holds the right to extend the agreement through 2030 beyond the current 2028 expiration date.
Timeline
October 3, 2026: The partnership was publicly reported.
2028: The initial term of the merchandise agreement concludes.
2030: The potential expiration date if the extension option is exercised.
Market Landscape
This deal aligns with the growing trend of municipal entities monetizing public trademarks through private commercial partnerships. It positions New York City to capture value from the high-demand streetwear market while formalizing brand usage rights.
Shoppers can now purchase official city-branded apparel directly through the brand's retail channels. These items reflect the specific branding costs and luxury streetwear pricing established by the company under the new contract.
The takeaway
Brands looking to utilize municipal imagery must now navigate formal licensing structures that prioritize city revenue. This shift suggests that iconic city logos may increasingly serve as commercial assets in the fashion industry.
Further reading
Learn more about local initiatives in the Philanthropy section.
Live Poll
Do you support city government agencies licensing their logos to private fashion brands?
