Counterfeit brand Supreme Italia has opened a second retail store in China and it continues to exploit a legal loophole enabling it to pose as the popular streetwear brand.
The store, which is wrapped in the brands signature red and white logo, features a half-pipe skating ramp, skateboards on the walls along with knock-off Supreme clothing and products.
The new store has opened its doors only months after its first Shanghai store, with both locations attracting big crowds of shoppers.
The stores are run by Supreme Italia, a business which has used legal loopholes to successfully run a counterfeit business off the back of the Supreme New York brand.
The counterfeit company was exposed last year after Samsung China announced a collaboration with Supreme, which was quickly refuted by Supreme New York, and subsequently cancelled by Samsung.
The stores have been criticised by Supreme founder James Jebbia, who told Business of Fashion, “This is a whole new level with this criminal enterprise — these complete imposters and impersonators. This is a company that was able to convince one of the biggest companies in the world that they are the real thing.”
“People should know that the idea of legal fakes is a complete farce. It would be sad if a new generation thinks that’s actually legit. We don’t do a ton of press and we are quite quiet. These guys are taking full advantage of that.”
Supreme New York has taken legal action against Supreme Italia accusing the company of defrauding Chinese consumers and misleading law enforcement, reporters, and even global companies by setting up the copycat retail store.
The legitimate brand has also officially sought legal support from the Chinese government in its trademark infringement action.