Supreme x Wheaties Tee
The original behind the Supreme x Wheaties Tee is the Wheaties Tee Luv Wheaties Breakfast of Champions T-Shirt (General Mills-licensed) — $22.97 retail vs Supreme's $48.
Supreme vs. Original
Supreme version
Original — Wheaties
Tee Luv Wheaties Breakfast of Champions T-Shirt (General Mills-licensed)
About the original
Wheaties is General Mills' 100% whole-wheat flake cereal, introduced in 1924 in Minneapolis after the Washburn Crosby Company accidentally spilled bran gruel onto a hot stove and a copywriter named Jane Bausman pulled the product name out of a company-wide contest. Since 1933 Wheaties has used the "Breakfast of Champions" tagline, paired with a rotating roster of athlete portraits on the orange box: Lou Gehrig, Mary Lou Retton, Michael Jordan, Serena Williams. The SS21 Supreme version is a cotton tee printed with a photorealistic co-branded Wheaties box graphic in purple or yellow; it released April 1, 2021 at $48, promoted with pro skateboarder Tyshawn Jones on the box.
About Wheaties
Wheaties is an American breakfast cereal produced by General Mills in Minneapolis, Minnesota, introduced in November 1924 as Washburn's Gold Medal Whole Wheat Flakes by the Washburn-Crosby Company. Head miller George Cormack reformulated the flake 36 times to survive packaging, and the name was changed to Wheaties after an employee contest won by Jane Bausman. Washburn-Crosby merged into General Mills in 1928. The slogan Breakfast of Champions was coined in 1933 by ad man Knox Reeves, and the orange box has since featured hundreds of athletes, beginning with Lou Gehrig in 1934. Supreme collaborated with Wheaties on a co-branded cereal box in camo.
Price comparison
| Supreme retail | $48 |
|---|---|
| Wheaties retail | $22.97 |
| Hype tax | +109% |
Questions
What is the original behind the Supreme x Wheaties Tee?
The Supreme x Wheaties Tee, released in Spring/Summer 2021, is based on the Wheaties Tee Luv Wheaties Breakfast of Champions T-Shirt (General Mills-licensed). Supreme collabs sometimes change the colorway or materials; the description on this page covers the original's specs and any notable differences in the Supreme version. If you want the product without the box logo, the Wheaties Tee Luv Wheaties Breakfast of Champions T-Shirt (General Mills-licensed) is the one to buy.
How much cheaper is the Wheaties Tee Luv Wheaties Breakfast of Champions T-Shirt (General Mills-licensed) than the Supreme version?
Supreme charged $48 for the Supreme x Wheaties Tee; the Wheaties Tee Luv Wheaties Breakfast of Champions T-Shirt (General Mills-licensed) retails for $22.97. That's a 109% markup — buying the original saves you $25.03, or 52% off the Supreme price. Buy the original at retail and you skip the hype tax entirely.
Where can I buy the Wheaties Tee Luv Wheaties Breakfast of Champions T-Shirt (General Mills-licensed)?
You can buy the Wheaties Tee Luv Wheaties Breakfast of Champions T-Shirt (General Mills-licensed) from Tee Luv or from Amazon. Retail price is $22.97. The buy links on this page go straight to the product listing at each retailer.
