Supreme, the renowned US clothing brand, has won the fight against its counterfeiter Supreme Italia in Mainland China. A similar legal challenge by the US brand earlier this year had not worked in its favour.
This was confirmed by the records of China Trade Mark Office (CTMO).
The CTMO said that the Italian counterfeiter has lost two of its registered trademarks in China that are related to ITSupremeNow.
This follows the legal action taken by Supreme New York against Supreme Italia for cheating Chinese shoppers.
Supreme Italia has been using an exactly same logo as that of US brand that is protected by local laws, allowing it to see ‘legally fake goods’.
Owned by International Brand Firm, Supreme Italia opened 2 stores in Shanghai using the same logo and selling official Supreme products that are believed to be sourced from grey market.
The legal victory has finally come as a relief for the US brand.
While stating that trademark law in China traditionally favours the first company to register the trademark, Melanie Zhu, Principal, Rouse Consultancy, said “Any mark registered in US is not automatically protected in other countries. The owners have to go through the trademark application procedure to seek the protection of the mark in other jurisdictions.”
New trademark-related law may come into effect in November this year, which could help the legitimate brands protect their interests.
