As spotted by NSS Magazine, the metallic jacquard crewneck features the names of cities in which Supreme has physical stores: New York, London, Tokyo, Paris… and Milan. Obviously, text on a sweater isn’t exactly the same as official confirmation from the brand, but it does seem odd to include one “random” city among a list of those with Supreme stores.
Another reason speculators think Supreme is opening a store in Milan is because of the “legal fake” brand Supreme Italia. That story is quite complicated and a matter for international trademark lawyers, but essentially the copycat brand, Supreme Italia, is planning to open stores in all 70 countries where it has registered the brand. The OG NYC Supreme could, in theory, be opening an Italian store to stake its claim to the trademark.
Two days ago, the official Supreme NYC Instagram account posted an incendiary video with Funkmaster Flex calling out “fakers.” The video was captioned “FUCK THE FAKES,” which could be seen as a none-too-subtle swipe at Supreme Italia or perhaps bootleggers in general. Check out the post below.