Purpose- The purpose of this paper is to explore the influence of co-branding on brand images from consumers’ perspectives and whether the result of co-branding is consistent with the companies’ expectations or not.

Design/methodology/approach- A qualitative research approach is adopted to allow a deeper insight into the impacts of Supreme co-branding from consumers’ perspectives. We conducted in-depth exploratory interviews with 7 consumers of Supreme to analyze the effect of co-branding and explain our research questions.

Findings- Branding negligence can cause losses in attracting customers. Co-branding strategy has more advantages than disadvantages. Co-branding partners will influence customers’ brand image.

Research limitations- The paper only focuses on the fashion industry and the research object is limited to a single brand’s customers, Supreme fans, without exploring the opinions of consumers of other partner brands. In addition, the age and gender of sample subjects are not evenly distributed.