Supreme's Newest Store Is in Fake Supreme's Old Home
Supreme openeed yet another storefront. The new spot's location, you may ask? Well, Shanghai, of course.
Supreme diehards may chuckle at reports of a Supreme Shanghai, especially if they were around for the whole Supreme Italia fiasco.
Supreme Italia was essentially a knockoff Supreme brand founded by an Italian father and son, Michele and Marcello Di Pierro. Supreme Italia not only got away with legally selling Supreme reps, but the brand got as far as a legit Samsung collaboration (that got scrapped) and erecting physical stores, including a storefront in — you guessed it — Shanghai.
The real Supreme and Supreme Italia naturally entered a years-long legal battle, ending with Supreme successfully securing its trademark in China in 2020.
And what happened to Supreme Italia? Well, the "Fake Supreme" — as Supreme fanatics called it — closed its stores following Supreme's trademark win. On the other hand, Supreme Italia's founders were served with jail time and had to pay VF Corp over $10 million worth of damages.
At the end of the saga, Supreme continued business with the launch of an official store...in Milan, Italy. I see what you did there, Supreme.
Fast forward to today, Supreme continues to expand its hyped reach. Following buzzy Chicago and Seoul store openings, the streetwear giant now has a Shanghai retail space, as announced on March 15. Note that the store is not in the storefront evacuated by Supreme Shanghai, though.
Like previous Supreme store launches, fans are likely in for some exclusive pieces for the opening event. While there are no early looks yet, some Supreme Box Logo hoodies and tees will reportedly be up for grabs.
For the Supreme diehards located outside of China, I'd start booking those plane tickets now, if I were you.
