hile fake Supreme’s partnership with Samsung China may have quickly fizzled out, it appears that setback has not stopped the knockoff brand’s grand ambitions in the Middle Kingdom.
Last week, a “launch party” was thrown for a Supreme location on Shanghai’s fashionable Huaihai Lu. Photos from the event show a long line of shoppers waiting outside the door and Supreme-branded products on the shelves.
However, the store is not managed by the Supreme that most of us know — the New York-based streetwear/high-fashion label — but instead a copycat brand from Italy known as Supreme Italia which has managed to exploit trademark rules in some countries to use the real Supreme’s name, logo, and branding.
After images of the “launch party” were posted onto social media, Supreme has charged that Supreme Italia is not only a sham company, but that its “grand opening” was fraudulent as well, telling Hypebeast that the retail store had not officially opened, explaining instead that local bloggers had been invited to visit the location while people were paid to stand in line and look like customers.
Supreme added that Supreme Italia does not have trademark registration in China and therefore is not legally allowed to sell its products in the country.
Back in December, Samsung China was ridiculed online for announcing a partnership with the counterfeit brand at the launch event for the Galaxy A8s. At the event, a pair of “Supreme CEOs” got up on stage and spoke about their company’s big plans for 2019, including the opening of a “7-story” flagship store in Shanghai and the staging of a high-profile runway show at the city’s Mercedes-Benz Arena.
In February, Samsung China quietly announced that its cooperation agreement with Supreme Italia was no more.