Supreme is a New York-based fashion brand that is very popular with young people, especially skateboarders. Its products are distributed in many countries of the world, but due to some peculiarities of the legislation, the trademark was not registered in Italy. This allowed a rival brand based in the city of Barletta to register its own trademark and sell "legal counterfeit" goods.
As a result, Supreme Italia is one of the few "legal" businesses that fall into the gray area of intellectual property law. Attempts by Supreme US to shut down illegal production have come to nothing. The Italian courts stood up for the "countryman".
Meanwhile, Supreme Italia is expanding its influence. So, it became known that the company will cooperate with the brand Samsung, when promoting their products in China. At the same time, representatives of the electronics manufacturer are well aware of the doubtfulness of their partner. Samsung China Digital Marketing Manager Leo Lau said, “The brand we are partnering with is Supreme Italia, not Supreme US. Supreme US is not authorized to sell products in China."
That is, the law is not directly violated. Well, Samsung, like many Asian manufacturers, is far from new to traveling through the “grey” areas of intellectual property rights. However, many modern manufacturers sin with this. So, it is believed that the famous Supreme US logo was created under the influence of the work of the artist Barbara Kruger.
