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  1. Battle of Supremes: How ‘legal fakes’ are challengin

    Supreme started as a humble Lower Manhattan skate store, opened by British-American entrepreneur James Jebbia in 1994. It has since grown into one of the most sought-after brands in fashion, boasting collaborations with the likes of Louis Vuitton, Lacoste, Nike and Timberland. The label is valued at more than $1 billion, after private equity firm T...

    CNN

    The color and typeface of Supreme’s logo – red, with white lettering in a font called Futura Heavy Oblique – is precisely the same combination used by conceptual artist Barbara Kruger since the 1980s. The Supreme logo had been hastily designed to stamp on T-shirts when the first store opened in 1994, and it was, by the company’s own admission, dire...

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    In 2017, the company was busy defending itself from more than just mockery. Supreme is now one of the most counterfeited brands in the world and its fakes are among the most searched for. The case of Supreme Italia, however, is more complex, with the brand often referred to as what trademark lawyers call a “legal fake.” “It’s a practice that involv...

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    A similar legal case has also occurred in October 2018 in Spain, where IBF registered another trademark: Supreme Spain. But here, things unfolded quite differently. A court in Barcelona ruled in favor of IBF, because, in this instance, it had registered its trademark before Chapter 4. Chapter 4 used the “secondary meaning” argument that had proven ...

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    The man behind Supreme Italia, IBF director Michele Di Pierro, declined CNN’s request for interview. He is, according to his PR representative Anna Boccoli, a private man who avoids the spotlight. In a phone interview, Boccoli said that Di Pierro – whom she claims to have known for many years – is the talk of Barletta, his home town in southern Ita...

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