In China, Samsung is collaborating with Supreme. But not the Supreme you might be thinking of.
At the launch party of the Galaxy A8s this Monday, Samsung reps were joined on stage by a special guest to mark their new partnership: A man wearing a jacket with the distinctive red logo of Supreme. Except netizens claimed that Supreme -- the hip New York streetwear brand -- doesn’t actually make that jacket.
Turns out that Samsung isn’t partnering with the Supreme you might know. Instead, it’s a “legally fake” Supreme, namely Supreme Italia, thanks to trademark loopholes in China. It's turned Samsung into a laughing stock on Chinese social media, in a country where Samsung struggles -- and where Supreme reigns, well, supreme.