When VF announced in November that it was buying Supreme for $2.1 billion, the disapproval came swiftly on social media from aficionados of the perennially cool streetwear company. “Idk if this is good for the supreme brand!! Supreme be kinda exclusive…” tweeted one fan. “Supreme Outlets coming soon,” mocked another, aghast that the beloved fashion company was selling out to “the man”—the man in this case being a Fortune 500 corporation that is one of the world’s biggest makers of decidedly mainstream clothing and footwear. Read more at Fortune.