Ordering the immediate stop of all production, marketing and selling of Supreme Italia merchandise. The prerequisites are (almost) the same, but don't let yourself be fooled: Supreme Italia has nothing to share with Supreme, the real New-York-born one. The Supreme case [ edit ] The term legal fake was first used in reference to a legal case involving the American streetwear company Supreme, and an Italy-based company by the same name.

"It all started when, during last year's Pitti [Pitti 89], we received several reports on our Facebook group (Supreme Italia) of people going around wearing these, obviously fake, huge box logos on sweatshirts and hats, handing catalogues to retailers. For much of the past two years, the company behind Supreme Italia, International Brand Firm (IBF), has shipped products across Italy, and even set up a similar operation in Spain. From then on … After the Samsung-gate in December 2018 and the opening of two stores in 2019 in Shanghai, the brand is fighting with Supreme NY over the trademark registration of “Supreme” in China. Through this case, several judgments by the Tribunale di Milano have clarified and defined what "legal fake" is. - On April 20th 2017, the Milan Tribunal finds Supreme Italia's conduct as "parasitic competition" and votes in favor of Supreme New York. Supreme New York has taken legal action against Supreme Italia, a counterfeit business in China after the latter opened a physical store in Shanghai. Supreme New York denounced the brand quickly, labeling it as a “counterfeit organization.” Samsung initially denied that it was a fake company but it now deleted the post the tech firm said they always knew it was working with Supreme Italia, which, it said, was the legitimate owner of the Supreme trademark in China. As the online magazine The Drum reported yesterday Supreme Italia would have lost the Supreme brand trademark on the Chinese market. The New York label took the issue to court, where the lawsuit ended up falling in Supreme’s favor.

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