A new fake Supreme store has opened its doors in China

We've been following the phenomenon of the spreading of fake Supreme stores for a while now and another knock-off store has arrived now in China. It seems that what Supreme Italia did first, is now an example to follow, enlarging the phenomenon of legit fake. Since the Supreme New York brand and logo is not registered, the fake brand (Italy-based but now moved to Spain) basically appropriated the logo and replicated it on T-Shirts and hoodies. We have also reported on the unfolding of this story, with Supreme Italia opening physical stores in four different cities around Spain: the items sold differ slightly from the original ones and the business is booming in the stores. 

Now, as reported by Highsnobiety, a fake Supreme store has opened its doors in Shenzhen, China. The design and the decor of the store replicate the original store's features, with the same store signage, hangers, music selection, shopping bags and, above all, goods.

Source Wu Cai YouTube Channel

This fake Supreme store sells only hoodies in different color blocks: on the box logo, a custom mark "NYC" is embroidered to differentiate the counterfeit item from the original one. Moreover, while the original Supreme New York items are produced in 100% cotton in Canada, the knock-off goods are a blend of cotton and polyester and are made in China, as reported on the tag.

As is happening in Spain right now, the opening of the store and its business is totally allowed by Chinese regulations. In fact, unlike in the U.S. or other countries where trademark rights are gained by actually using a trademark, in China, there's no such "use" rule. So basically a party can claim trademark rights as long as they are the first to register the name or the logo at the national trademark office. In a nutshell, if you are able to be the first to register a trademark, that trademark becomes yours. Kanye West found himself in a similar situation when he decided to open a bunch of Yeezy stores in China. As reported by the influential blog The Fashion Law, the first Yeezy store opened in Wenzhou, China, but its existence had been authorized by neither adidas nor West. Reportedly, a Chinese businessman registered the 'Yeezy' trademark in China in 2013 and started selling counterfeit goods, above all sneakers, bearing West's label on them. The Chinese market is not new to this kind of cases. 

The legit fake saga continues. Stay locked on nss for all the updates and developments.