Supreme founder James Jebbia recently opened up to Business of Fashion about the prominent “legal fake” companies, specifically, Supreme Italia and Supreme Spain.
In the rare interview, Jebbia spoke candidly about the battle against counterfeit Supreme manufacturer.
"This is a whole new level with this criminal enterprise—these complete imposters and impersonators," Jebbia tells Business of Fashion. "This is a company that was able to convince one of the biggest companies in the world [Samsung] that they are the real thing."
“We are doing every single thing that we can to stop [these counterfeit companies] and I think that we are going to prevail.”
Per Business of Fashion:
"In March, a Supreme-branded store opened on Middle Huaihai Road, one of Shanghai’s busiest retail streets, attracting a line of curious consumers wondering if the world’s most coveted streetwear brand had finally set up shop in China. Inside, shoppers can now find T-shirts and hoodies branded with oversized logos and tagged as “Supreme Spain” for 599RMB (about $90) to 1,599 RMB (about $240), as well as skateboard decks, backpacks and other accessories."
Jebbia adds, “the idea of legal fakes is a complete farce. It would be sad if a new generation thinks that’s actually legit. We don’t do a ton of press and we are quite quiet. These guys are taking full advantage of that.”