The Phenomenon of "Legal Fakes": A Supreme Contradiction?
In December 2018, Samsung Electronics held a product launch conference in China, where it announced a collaboration with the popular street wear brand "Supreme". The announcement made headlines across the world, but not quite for the right reasons.
Business Insider reported: "Samsung announced a collaboration with Supreme, but they've actually partnered with a counterfeit of the cult brand". Meanwhile, South China Morning Post reported: "Samsung makes Supreme error, announces collaboration with street wear counterfeiter in Beijing."
In fact, Samsung's collaboration was not with the American street wear company (Supreme New York) behind the well-known "Supreme" brand, but apparently with an unrelated company which had adopted the brand name "Supreme Italia".
To read more, click here.
This article is produced by our Singapore office, Bird & Bird ATMD LLP, and does not constitute legal advice. It is intended to provide general information only. Please contact our lawyers if you have any specific queries.
