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Convincing Fake Supreme Store Pops Up In China, Has Some Fooled On First Glance
By Izza Sofia, 26 Jul 2018
Image via Tobias Steinert / Shutterstock.com
The thirst for luxury streetwear fashion in China is real.
Shenzhen, China now hosts a rather convincing pseudo Supreme store, which has gone to great lengths to ensure that its store experience is as similar to the original as possible.
The “Supreme” outlet plays hip hop music amidst similar interior fixtures to the brand’s original stores. It even places its purchased merchandise in akin plastic bags for customers to take home.
Upon closer inspection, however, you will notice that its “Supreme logo” includes the letters “NYC” at its end, shown directly below, which varies from the original.
The company behind the imitation Supreme apparently owns the copyright to the brand “Supreme NYC” in China.
According to lawyer Julie Zerbo of The Fashion Law, the Chinese government has an unusual legal stance towards trademarks in China. China has a “relative lax stance” towards infringement of foreign brands, and the trademark law has somehow allowed Chinese entities to “infringe” foreign brands’ intellectual rights.
Trademark law in China allows an entity rights to a brand by filing the trademark application before anyone else. This differs from the US, where rights are gained when the brand actually enforces the trademark.
The Shenzhen’s “Supreme” store, however, only offers hoodies in various colors such as oatmeal gray, and colorblocked versions retailing at CNY$880 (US$130). The hoodies are made of cotton-polyester blend, and have labels that indicate they are made in China.
Highsnobiety has published an exclusive video that takes you inside the convincing counterfeit store, which you can watch here.
[via Highsnobiety, opening image via Tobias Steinert / Shutterstock.com]
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