After our recent article published in our magazine, SUPREME VS SUPREME, we have some updates. According to the Communication Agency Verini & Associati, society that hold the Supreme brand, after the important legal victories in Italy Spain and China, the legal battles by Supreme NYC versus its many knocks off seems finally over. Supreme NYC was never able to register its brand in Europe, and in May 2019 the EUIPO refused their request. But then, 18 months later they recognized that “Supreme has a strong brand identity” and now its seems that we finally have a resolution.
After that in December 2018, Samsung announced a collaboration with the streetwear brand, to then find out a few days later, they signed a contract with the wrong brand, Supreme NYC officially started its crusade. And its finally paying off.
The “legal fake” happens when a society registers a brand in various nations before the original company that has the legal rights to that brand. That’s what the Italian society, based in London, International Brand Firm (IBF) did when they registered the brand Supreme in 50 different countries (like Italy and Spain). Among many things, they even managed to open a series of stores all over the world. According to the Il Sole 24 Ore, both the Italian Cassazione and the Barcelona’s court proved that Supreme NYC is right. As well as the China Trademark Office that requested the shut down of more than 40 IBF stores all over China.
After that in December 2018, Samsung announced a collaboration with the streetwear brand, to then find out a few days later, they signed a contract with the wrong brand, Supreme NYC officially started its crusade. And its finally paying off.
The “legal fake” happens when a society registers a brand in various nations before the original company that has the legal rights to that brand. That’s what the Italian society, based in London, International Brand Firm (IBF) did when they registered the brand Supreme in 50 different countries (like Italy and Spain). Among many things, they even managed to open a series of stores all over the world. According to the Il Sole 24 Ore, both the Italian Cassazione and the Barcelona’s court proved that Supreme NYC is right. As well as the China Trademark Office that requested the shut down of more than 40 IBF stores all over China.
