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- Samsung's Feng En of China announced the collaboration with Supreme on December 10th.
- Screengrab video
Fans of the US skateboardwear brand Supreme are furious after Samsung announced December 10 its official collaboration with the Supreme brand in China.
It turns out that the Samsung brand partner is not the legendary cult brand seen by celebrities like Kate Moss, Lady Gaga and Justin Bieber.
On the contrary, the fashion industry calls a fake legal – a company that precedes the original brand company when registering a trademark and often operates its own business in another country or territory. by harnessing the creativity and strategies of the original brand. .
Read also: Samsung used a photo taken with a professional camera and gave it the impression of being taken with one of its smartphones.
At the unveiling of the Samsung A8 in Beijing, Feng En, head of digital marketing at Samsung China, told the audience that the brand would collaborate with the Supreme fashion brand. He then invited on stage two representatives of Supreme, including its CEO.
But instead of English fashion designer James Jebbia, two Chinese men took the stage. One of them even wore a black hoodie with the "Supreme" logo on it.
- The Samsung representative introduced one of the men to the position of CEO of Supreme.
- Screengrab video
Feng introduced the CEO of Supreme as a person with the name Tong, a man with plump glasses who then said how honored the brand was to be associated with the electronics giant.
According to Feng, the collaboration will result in a series of "fashionable" and "creative" collaborative products.
The partnership includes a seven-storey flagship store in Beijing, Tong said. According to him, Supreme will officially open and open stores across China in 2019 and will also hold a fashion show at the Shanghai Mercedes-Benz Arena.
Read also: Supreme fans pay more than 10 times the cost of the New York Post for copies of the newspaper with an ad on the front page of the brand.
In an embarrassing twist, the original Supreme brand founded by Jebba clarified after the Samsung event had concluded that it was not working with Samsung for any reason whatsoever.
In a very strong statement released by Hypebeast, the brand said: "Supreme does not work with Samsung, does not open a flagship store in Beijing, or does not participate in a Mercedes-Benz show. These claims are patently false and propagated by a counterfeit organization. "
According to Sina's Chinese news website, a Samsung China digital marketing manager then went to Weibo to declare that the company's collaboration was with Samsung Italia, not the American fashion label. . In the now-deleted message, he added that Samsung Italia held the rights to sell and distribute in China and the Asia-Pacific region – with the exception of Japan, where the initial Supreme system is already operational – unlike the American brand.
According to the fashion website Highsnobiety, Supreme Italia or Supreme Barletta is "massive" in Italy and is entering the market with products bearing the famous "Supreme" logo in the red box for years.
In August, another fashion site, Nss, announced that an Italian court had ruled against Supreme, making legal the fact that "Supreme" products manufactured by Supreme Italia and Supreme Spain were sold in Italy and in Spain.
Samsung, originally a South Korean brand, has neither responded to these revelations nor clarified whether it had knowingly entered into a partnership with a fake legal trademark.
Needless to say, however, fans of the original Supreme brand – who had already had fans lining up to buy a $ 30 clay brick – are furious.
Read also: People return Supreme products more than 20 times their usual price
In response to news posted on the Supreme @Supreme_leaks_news fan account, an Instagram user with the name @christarfire asked, "How did they fool a company like Samsung?
Another instagrammer @landonbonilla said: "This is not correct, it must be stopped".
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