big announcement, Samsung China has decided to scrap its ill-fated partnership with Supreme Italia.ess than two months after its
At a launch event for the company’s Galaxy A8s phone back in December, Samsung China revealed that it was partnering up with clothing brand “Supreme.” A Samsung representative was joined on stage by a pair of “CEOs” from “Supreme” as the two companies’ logos flashed on screen behind them.
They went on to speak about Supreme’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.
However, there was just one small problem. Supreme’s CEO is founder James Jebbia. He is white and can’t speak Mandarin.
It was quickly uncovered that the Supreme that Samsung China was collaborating with wasn’t 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.
This fake Supreme has managed to exploit trademark rules in some countries so that they can legally use the real Supreme’s name, logo, and branding, and one of those countries, unsurprisingly, appears to be China, notorious as the world’s “Wild West” of copyright and trademark law.
It’s not clear if Samsung China was actually aware of all this prior to entering into the collaboration with “Supreme,” however, as many had predicted, the partnership did not last long. On Sunday, Samsung China posted a short notice on its Weibo page, saying that its cooperation agreement with Supreme Italia was no more.