Samsung To Develop Real Products With A Fake Supreme + The Real Supreme's Response
Let’s try and make this as clear as possible. Samsung has recently disclosed that it will be collaborating with the brand Supreme. The only issue is, it’s not the original Supreme NYC, the New York based streetwear brand- it’s Supreme Italia, a counterfeit brand that sells knock-off Supreme goods.
This is incredibly confusing as to why Samsung, a legitimate company would partner with a fake one but let’s take a step back. As most of you may know, Supreme lost a counterfeit case with Supreme Italia this summer which could be the main reason why all of this is happening “legally.” What it all really boils down to is somewhat of a glitch in the trademark law, or an oversight on Supreme's part. You see, the brand was never registered in a handful of places, including Italy.
That enabled a rival brand, based in the town of Barletta, to register the domestic trademark for itself and sell "legal fake" goods. Supreme Barletta / Supreme Italia is one of several "legal fake" businesses that sit in a gray area of intellectual property law.
Supreme (the real one) responded to this madness with this: Supreme is not working with Samsung, opening a flagship location in Beijing or participating in a Mercedes-Benz runway show. These claims are blatantly false and propagated by a counterfeit organization.
The accessibility of streetwear culture has been in question for quite some time, but this is certainly a new level in which there is no return. Will Samsung’s move finally bring the insatiable appeal of Supreme to a threshold? Leave your thoughts below.