ollowing its “grand opening” earlier this month, a “Supreme” store in Shanghai is now under investigation by the city’s market watchdog for misleading the public and unfair competition.
While it may look like an official store operated by the popular New York-based streetwear/high-fashion label, the shop is actually operated by a copycat brand known as Supreme Italia which has managed to exploit trademark rules in some countries to use the real Supreme’s name, logo, and branding.
Supreme sounded the alarm about this shop last week, claiming that its “grand opening” event on March 7th was fraudulent as well with only local bloggers invited to visit the location on Shanghai’s fashionable Huaihai Lu while people were paid to stand in line and look like customers.
Since then, Supreme has taken up the matter with the Shanghai Market Supervision and Management Bureau seeking administrative protection against International Brand Firm (IBF), a British company which has registered the Supreme Italia trademark.
“IBF impersonates SUPREME, sells counterfeit goods and misleads law enforcement, reporters and even companies like Samsung who have not undertaken full diligence on this counterfeit operation,” Supreme said in a statement, according to Shine.
Back in December, Samsung China was ridiculed online for announcing a partnership with the copycat 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.
A few months later, Samsung China quietly announced that its cooperation agreement with Supreme Italia was no more.
Shine reports that “loyal Supreme fans” in Shanghai have stood up for their beloved brand by spray painting messages like: “Italia fakeass” and “Shanghai ready for fake Supreme” onto the door of the Huaihai Lu outlet.
Evidently, Supreme Italia has quite ambitious plans for the Middle Kingdom, also planning to open up a second a shop on Wuzhong Road in Shanghai’s Minhang District. We’ll have to wait and see how that goes.