There's a "Fake" Supreme Epidemic in Italy – and It's Legal
Four store managers weigh in on how it all happened.
She tells just about anything and everything to know about her plagiarism as well. Only in the case with Supreme Italia, the label in question, the product is “legal” meaning James Jebbia can’t technically sue.
The copycat brand sells imitation box logos – a Supreme signature – and because Supreme doesn’t own the right to the name or logo, it can slide. The logo in question is actually artist Barbara Kruger’s property, seen on her propaganda posters.
Below NSS interviewed Italian store managers to weigh in on how it all happened and who’s to blame. Catch an excerpt below and read the roundtable on NSS.
ldquo;The Happiest Place on Earth” created one magical collection:
Supreme Italia phenomenon is rooted within an increasingly large portion of ignorant and passive consumers. I’m talking about those who are influenced by any proposal without estimating its potential range, who are aware of a particular brand just because of its exposure, without digging deeper. There are too many guys who aren’t curious nor interested enough in understanding what makes Supreme NYC and Supreme Italia different. In their mind, there’s only the logo, and that’s it. Making as enormous money as possible playing on misinformation and using another’s creativity is the only goal.On why some retailers stock imitation Supreme products:
The reason is very simple: the money you can make. The focus on Supreme Italia is exploding and often many stores, aware of the fact that what they’re selling has nothing to do with the original (and knowing Supreme Italia is ‘legal’) keep on selling it. If that product sells, unfortunately, they will keep making it available in their stores.On why Supreme didn’t pursue legal action:
“The main difference is due to the fact that Supreme Italia is just a local phenomenon, and Italy isn’t that relevant within the global streetwear scene. I appreciate Supreme’s total disregard towards the case. We, too, as consumers, should ignore it and explain to those who buy it the mistake they’re doing.”
