Stefan Etienne, writing for The Verge:
Samsung is getting criticized by hypebeasts everywhere after it claimed to be collaborating with Supreme; in reality, it partnered with a Supreme rip-off. Samsung is actually partnering with a fake legal brand, a rival company based in Barletta, Italy, that beat Supreme NYC in a court case this summer regarding who can use the brand name in Italy.
The real Supreme — the New York City-based fashion brand made famous by its box logo, collaborations, and limited-run items — said in a comment to Hypebeast that it is not working with Samsung or opening a flagship store in Beijing. “These claims are blatantly false and propagated by a counterfeit organization,” a spokesperson said.
The two CEOs of the fake Supreme were ushered onstage with confidence during a product launch today. “Youth these days want to show their uniqueness in style … to show off style, we have two brands that begin with S,” said Feng En, marketing head for Samsung China, pointing at the logos of Samsung and Supreme on-screen behind him.
After the stream aired, Samsung China’s digital marketing manager, Leo Lau, clarified in a now-deleted Weibo post that Samsung was not collaborating with the authentic Supreme brand. “We are collaborating with Supreme Italia, not Supreme NYC,” Lau said. “Supreme NYC has no sales and marketing authorization in China, but Supreme Italia has obtained product sales and market authorizations in the Asia Pacific region (except Japan).”
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So first, Samsung announces a partnership with Supreme, but wait, it’s the fake Supreme. (－‸ლ)