VF Corp - parent company of Vans, Timberland, The North Face - announced on Monday it is going to acquire streetwear brand Supreme for $2.1 billion from Supreme founder James Jebbia, The Carlyle Group and Goode Partners LLC.

In 2017, The Carlyle Group paid $500 million to acquire 50% of Supreme’s shares. The acquisition raised questions whether it would alienate the brand’s die-hard fans as the brand is popular for niche and hard-to-get products. There was also a concern on how Supreme could balance being cool and corporate at the same time.

Launched in 1994, Supreme has thrived on weekly ‘drop’ of merchandise in limited quantities to keep the exclusivity. As a result, the resell value of Supreme merchandise could triple its original retail price, sometimes higher depending on the popularity. Its infamous box logo t-shirt, for instance, could go up to $2,000. Despite the fame, the brand only operates 12 physical stores worldwide.

On the other hand, VF Corp is known for mass production business model. The company acquired Vans in 2004. It has successfully revamped and maintained Vans’ relevancy among the youth. Regarding Supreme’s acquisition, the company stated, “VF provides Supreme opportunities to leverage its global supply chain, international platforms, digital capabilities and consumer understanding.”

Supreme founder James Jebbia will continue managing the operation of the brand. Jebbia stated, “We are proud to join VF, a world-class company that is home to great brands we’ve worked with for years, including The North Face, Vans, and Timberland. This partnership will maintain our unique culture and independence, while allowing us to grow on the same path we’ve been on since 1994.”