The pork company then staged a photo shoot for Instagram with, it claims in a caption, real farmers on a real farm, decked out in some Supreme pieces.

Farmland clearly has some knowledge too. “The Fall/Winter collection: for looks as crispy as our bacon,” one caption reads. “Crispy” was a term meaning something like “fresh” that came about with the brief rise of #menswear on Tumblr and menswear blogs years back. The company even incorporated some of Supreme’s cross-body bags—basically a rebranded fanny pack, and a hot item in fashion these days.

The gentle reproach made for a clever publicity stunt, getting coverage from sites such as AdWeek, Highsnobiety, and of course the site you’re reading right now. Supreme hasn’t publicly responded, but it’s probably not too upset about the attention. After all, Supreme has been known to cast some unexpected models itself.

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