A couple of days ago, filmmaker Karan Johar posted a photo on Instagram of himself wearing a white jacket with ‘Marty Supreme’ emblazoned across the chest. His caption spoke about celebrating Timothée Chalamet’s Oscar win (pre-emptively) while nonchalantly adding that the “hoodie is cool”.
Johar was downplaying it.
The ’90s-era windbreaker is, according to GQ, the ‘defining garment of 2025’. The one Johar was sporting is designed by Doni Nahmias (the man behind Nahmias, an LA-based streetwear brand popular with the in-the-know set) in collaboration with Chalamet, his stylist Taylor McNeill, and the film’s production house. The piece sold out within 24 hours of its launch, propelling a $250 jacket to cult status. And as a sign of the times we live in, its cred was further cemented after it entered the secondary market at nearly six times the price.
A few days before the actual launch, images dropped of Chalamet’s partner, Kylie Jenner, her sister Kendall, footballer Tom Brady, and ballerina Misty Copeland in the jacket, all as part of a surprise fashion campaign. Given the buzz around this item, what makes it even more interesting is that the jacket doesn’t even feature in the film; Chalamet plays Marty Mauser, a child prodigy and table tennis champion and is dressed in ’50s-era costumes. What the jacket’s omnipresence is indicative of is Chalamet’s star power, his unique sartorial sensibility, particularly a love for retro windbreakers (“it’s a modern take on vintage sportswear,” Nahmias told GQ) and just smart, viral marketing. While film merchandise is hardly new, this jacket seems to have, as Nahmias put it in an interview with Vanity Fair, “created a movement rather than a moment.”
