VF adds to its slick brand roster, buys NYC's Supreme
VF Corp., the owner of The North Face, Vans and Timberland brands, is buying privately held streetwear company Supreme as it looks to grow its online and direct-to-consumer business. (AP Photo/Pablo Salinas)The company that owns niche brands like The North Face and Vans is adding to that portfolio with Supreme, a slick streetwear fashion brand. VF Corp. had already been organizing collaborations between Supreme and its Vans, The North Face and Timberland brands. With the Supreme acquisition, VF is strengthening its online and direct-to-consumer business. Shares of Denver-based VF Corp. jumped more than 13% in afternoon trading along with broader markets in news of the development of a potential vaccine for COVID-19.