If you follow streetwear fashion, you have probably heard of Supreme.
James Jebbia founded Supreme in the United States in 1994 as a skateboarding brand. Since then, the brand has grown into a global fashion phenomenon.
Moreover, Supreme has collaborated with luxury fashion brands such as Louis Vuitton, Jean-Paul Gaultier, and COMME des GARÇONS.
However, its worldwide popularity has also attracted counterfeiters and imitators.
The Rise of Supreme Italia
One notable example is Supreme Italia, a brand often described as a “legal fake”.
The term refers to businesses that exploit gaps in trademark protection across different countries.
For example, Supreme Italia took advantage of Supreme NYC’s limited trademark protection in Italy at the time.
As a result, the company established its presence under the Supreme name in the Italian market.
Initially, Supreme Italia focused on Italy. However, the brand later expanded into China, creating further trademark disputes.
Consequently, Supreme NYC pursued legal action to protect its brand identity and trademark rights.
Supreme Italia’s China Trademark Dispute
Supreme Italia previously held two trademark registrations for “ITSupremeNow” in China.
However, reports indicated that the China Trademark Office (CTMO) revoked both registrations following Supreme NYC’s legal challenges.
Meanwhile, Supreme NYC continued strengthening its trademark portfolio in China.
At the time of the original reports, the company reportedly had 85 pending trademark applications with the Chinese trademark authorities.
Why Trademark Registration Matters
The Supreme Italia China trademark dispute highlights the importance of protecting trademarks internationally.
Although a brand may enjoy global recognition, trademark rights generally remain territorial.
Therefore, businesses should consider registering their trademarks in countries where they operate or plan to expand.
Furthermore, early trademark registration can help reduce the risk of third parties securing similar marks.
Ultimately, a proactive trademark strategy helps businesses protect their brand identity and avoid costly disputes.
At Lymesol IP, we assist businesses with trademark registration and intellectual property protection in Malaysia and overseas.
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