The Phenomenon of "Legal Fakes": A Supreme Contradiction?

By Lorraine Tay, Gene Kwek, Tan Lijun , Ho Fai Mok


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".

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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.