Samsung China pulls the plug on its collaboration with off-brand Supreme

Samsung China took everyone by surprise when it announced a collaboration with Supreme during the Galaxy A8s launch in China two months ago. They stared in disbelief as two men introduced as CEOs of Supreme were invited on stage. That’s when it became evident that this wasn’t the “real” Supreme, so to speak, but the off-brand Supreme Italia.

Supreme Italia has the same logo as the New York-based Supreme and even sells similar products. It was able to use the name because Supreme never registered its brand name in markets like Italy and Spain. This allowed the Barletta, Italy-based company to register the trademark under its own name and carry out business l…

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