If you can’t beat them, copy them, or—at the very least—collaborate with them.

For much of the last two decades, that’s been how other brands approached Supreme. From streetwear brands to high-fashion labels, everybody has tried to get their piece of the pie. Some have done it by collaborating with the New York imprint; others by trying to replicate the brand’s frenzied once-a-week releases.

It’s not for a lack of trying that nobody has quite succeeded in imitating Supreme.

VF Corporation is trying something new, though: buying Supreme altogether.

Reported today, VF Corporation, which owns Supreme collaborators The North Face, Vans and Timberland (among others), has acquired 100 percent of Supreme in a deal valued at $2.1 billion. Even as the Box Logo is rolled in the conglomerate’s broader fashion portfolio, founder James Jebbia will remain at the helm of the brand—a position he’s sat in since founding Supreme in 1994.

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Tags: nike, streetwear, vf-corp, vf-corporation, timberland, dickies, carlyle-group, the-north-face, vans, supreme