If you are into streetwear and fashion in general, chances are, you would’ve heard of the brand “SUPREME”.
Founded in the USA by James Jebbia in 1994 as a humble skateboarding brand, Supreme has since exploded into the fashion world with great effect.
Helming collaborations with high end fashion names such as Louis Vuittion, Jean-Paul Gaultier, COMME des Garcons and many more.
With a brand this big, it is no surprise that there are and will be counterfeiters.
One such copycat is, Supreme Italia.
Supreme Italia is a “legal fake”, which is essentially the outcome of manufacturers taking advantage by registering their business activity under the name “Supreme” in Italy, which is a market Supreme NYC did not pay attention to at the time.
Supreme Italia used to only serve the Italian market but they have since made presence in the Chinese market, which have prompted Supreme NYC to take legal action against Supreme Italia.
Supreme Italia has two registered trademarks for “ITSupremeNow” in China, these 2 trademarks have reportedly been revoked by the China Trade Mark Office (CTMO), after much pressure from Supreme NYC’s continued legal actions.
Supreme NYC currently has 85 pending trademark applications with CTMO.