Feb 5, 2019
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Samsung calls off collaboration with knock-off Supreme brand in China

Feb 5, 2019

South Korean electronics company Samsung has announced that it is canceling its partnership in China with Supreme Italia, a brand based in Barletta, Italy which trades off its likeness to cult NYC streetwear label Supreme.

Samsung's post on Weibo

The announcement was made on Chinese social media website Weibo with a post which has been translated by Engadget as saying, “Samsung Electronics had previously mentioned a collaboration with Supreme Italia at the Galaxy A8s China launch event on December 10th, Samsung Electronics has now decided to terminate this collaboration.”
The news follows a statement made by Supreme in December seeking to clear up the confusion created when Samsung and the Italian label launched by International Brand Firm (IBF) announced a partnership that included the opening of a Beijing flagship and a runway show at the Mercedes-Benz Cultural Center in Shanghai.

“Supreme is not working with Samsung, opening a flagship location in Beijing or participating in a Mercedes-Benz runway show," the New York-based brand stated categorically in an Instagram story. "These claims are blatantly false and propagated by a counterfeit organization.”
Samsung had previously tried to clear up confusion around its controversial collaboration itself with a since-deleted post on Weibo where it pointed out that it was working with Supreme Italia and not Supreme NYC, but the company has now clearly had a strategic change of heart.
Supreme has already tried to take legal action the Italian interloper in the past but the knock-off brand was considered legal under intellectual property law and has been allowed to continue operating.
Its parent company IBF also legally operates a brand called Supreme Spain.

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