There are fashion moments, and there are cultural moments, those rare instances when a garment becomes a shorthand for a feeling, an event, or even a moment in time. That’s precisely what has happened with the Nahmias Marty Supreme jacket in late 2025. What began as merch for an upcoming A24 film starring Timothée Chalamet has become one of the year’s defining garments.
At its most basic, the Marty Supreme jacket is a retro-inspired, nylon windbreaker designed by Los Angeles-based streetweae label Nahmias in collaboration with A24 and Chalamat himself. It gives a nod to classic sportswear cuts of the 80s and 90s but with a more contemporary finish. The jacket is lightweight and boxy, and dressed in bold colours like the already iconic bright orange, as well as red and blue variants that have popped up on feeds worldwide. What’s surprising here is that the film Marty Supreme hasn’t even dropped in theatres yet, its Christmas Day 2025 UK release is still a couple of days away.
A24’s Guerilla Narrative and the Power of Strategic Scarcity
The explosive rise didn’t happen by accident. Indie film studio A24 has become a master of narrative-driven marketing, mixing authenticity with the kind of cultural cultural playfulness that the Gen Z audience respond to viscerally. It is a brand that has, in recent years, blurred the lines between film, fashion and identity in ways that feel organic.
The Marty Supreme jacket was central to this approach. Initially intended for on-set visibility and press activity, the jacket was released through surprise pop-ups, first in New York’s SoHo, then internationally, all sold out in a matter of seconds. The scarcity with the unpredictability of the drop locations and the sense that the jacket was a fleeting, experience-only item, turbo-charged demand.
The Celebrity Effect
Of course, the snowball grew because people started wearing it. Chalamet himself has been rarely seen without his, pairing it with vintage denim or bright tailoring, but it didn’t stop there. The jacket has bern spotted on a wide range of personalities across music, sport and entertainment, from Kid Cudi, Kylie Jenner, Kendall Jenner to Tom Brady, Misty Copeland and Justin and Hailey Bieber. This is a strategic marketing play. It creates a shared cultural feeling, and a sense that the jacket is everywhere.
Why Everyone Feels the Hype
The jacket’s resonance goes deeper than mere celebrity endorsement. In an age where audiences crave tangible connection points to the stories they follow, Marty Supreme taps into a sense of collective participation. It’s less about owning a piece of merchandise and more about being part of a shared cultural event, an intersection of cinema, style and storytelling that feels participatory rather than passive.
The design itself reinforces this. It’s neither overtly luxury nor purely streetwear, it sits in a zone that feels familiar, but elevated through branding and context. That ambiguity makes it easy to read through different lenses: as a streetwear object, a cult fashion piece, or a subtle statement about belonging to a moment.
Unsurprisingly, the aftermarket has lit up as well. Original retail hovered around $250, but limited colourways, surprise stock runs and pure scarcity have seen resale listings way north of that figure, even up to £4,366 on some platforms.
