Supreme Italia Loses Trademark in China

 supreme

In early March, Supreme Italia opened a store in Shanghai titled “Supreme Italia”. Recently, the ongoing trademark battle between the authetic brand Supreme and its counterfeit finally settled.

According to The Drum, an English commercial media, after receiving the application for administrative protection from Chapter 4 (the IP owner of Supreme US), the China Trademark Office revoked two registered trademarks for “ITSupremeNow”.

The trademark battle started from a Samsung launch event at the end of last year.

In December, 2018, Samsung announced its plans to work with “Supreme” and launch crossover products. “Supreme” also announced that it would expand the Chinese market, open flagship stores in Beijing and Shanghai, host brand fashion show, open online stores in Tmall and JD. However, the official statement issued by Supreme denied all the blueprints.

It was clarified that the brand Samsung was to collaborate with was Supreme Italia, a label subject to International Brand Firm (IBF), as opposed to New York streetwear giant, Supreme.

In the end, Samsung canceled the collaboration with Supreme Italia which aroused wide attention in China. Yet Supreme Italia has not stopped its marketing plan.

On March 3, 2019, a Supreme Italia store opened its door at Huaihai Road M.in Shanghai. Many Supreme fans thought it was the real Supreme that opened a store in China.

The Huaihai Road M. store was targeted by fans who spray painted “ITALIA FAKEASS” and “SHANGHAI READY FOR FAKE SUPREME”. However, its employee said in an interview that scribble was part of street  culture, and thus would be printed on the T-shirts for decoration.

July 3, 2019

Source: China News

Photo from: China News