Samsung China has ended its controversial partnership with Supreme Italia, a counterfeit business posing as the popular streetwear brand.
Samsung announced the move on Weibo stating the brand had decided to “terminate” the collaboration, according to a report by Engadget.
The translated statement said, “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 collaboration made headlines globally after Supreme New York released a statement refuting claims it was working with Samsung as “blatantly false” stating they were “propagated by a counterfeit organisation”.
It was quickly revealed the smartphone giant was working with a counterfeit company that had exploited a legal loophole and had gained the rights to sell Supreme branded products in China, which the official Supreme brand did not have.
Samsung initially responded to clarify it was working with Supreme Italia, however, after consumer backlash the brand announced it was rethinking the collaboration.