Last year the global electronics giant Samsung revealed its collaboration with the cult US streetwear brand Supreme.
The announcement came as a surprise when Samsung’s Galaxy A8s smartphone was launched alongside the American skate brand Supreme. However, the problem was that it wasn’t the New York-based Supreme. It was a company know as Supreme Italia with roots in Italy, the fashion brand is run by a limited company in the UK and has opened four stores in Spain.
After knowing about the launch event, New York-based Supreme denounced the Italian brand as a fake organisation. The tech giant stuck to its statement and said that it was aware of the fact that it was working with Supreme Italia which is the rightful owner of the Supreme trademark in China.
Soon after, Samsung said it was reconsidering the collaboration and cancelled it directly. Later Supreme Italia denied being a fake brand and planned to expand in China and beyond.