Supreme Says Chinese Menswear Firm Faked Collaboration
A Chinese menswear company faked a collaboration with well-known New York streetwear brand Supreme, the latest case of a low-profile Chinese brand seeking exposure by engaging in deceitful marketing tactics.
Video clips and photos of a recent so-called partnership-signing ceremony have been shared on both local and international social media, showing images of a huge red backdrop at an event covered with the logos of Supreme and OXN.
In a video, a Chinese man and a black man stand against the backdrop, shake hands and exchange documents, while a host can be heard congratulating them on signing an agreement.
Supreme on Wednesday posted a photo of the event on its official account on microgblogging platform Weibo, captioned “?????”
Supreme’s Weibo editor told Caixin that the post was intended to deny the collaboration.
The Guangdong-based company behind the OXN brand, Dongguan Youmeng Clothing Co. Ltd., couldn’t be reached for comment.
The Chinese brand earlier announced on its official WeChat account that it was going to launch a product with Supreme in June. The statement was deleted on Thursday.
Supreme is a “prestigious fashion brand,” said Boen Chen, a brand image consultant based in Shanghai who said he hasn’t heard of OXN.
Supreme was founded in New York in 1994 by fashion designer James Jebbia. The brand caters to lovers of skateboarding, hip hop and rock.
It has launched products with other reputable brands including Nike, Lacoste and Levi’s.
Chen said the bogus collaboration is a “vicious marketing strategy” that aims to boost brand awareness, but the move will actually harm the company’s reputation.
At the so-called “collaboration ceremony,” the Supreme logo had a circled “Y” on the top right, which could be easily mistaken for the trademark sign, a circled “R.”
This “visual manipulation” of the logo constitutes trademark infringement, according to Chang Junhu, a copyright lawyer with Beijing Chofn Law Firm.
Chapter 4 Corp., the American owner of Supreme, had applied to register the Supreme trademark in China as early in 2014, under categories including apparel and leatherwear. But its applications are still “pending examination,” according to the Trademark Office of The State Administration for Industry and Commerce.
The OXN incident isn’t the first dispute between low-profile Chinese brands and well-known Western names. In 2016, American basketball icon Michael Jordan won a legal battle against Qiaodan Sports Co. Ltd., a Chinese maker of athletic gear that had used the Chinese-language version of Jordan’s name for years.
Contact reporter Coco Feng (email@example.com)
Feb 17 17:15
Feb 17 14:38
Feb 17 13:20
Feb 17 12:20
Feb 15 11:02
Feb 14 18:07
Feb 14 13:36
Feb 14 10:42
Feb 13 13:34
- 1Coronavirus Latest (Feb. 1 - 15): Cases Surge Past 66,500 as France Reports First Death
- 2Coronavirus Study Finds Incubation Period of Up to 24 Days
- 3Even With Massive Funding, Coronavirus Vaccine Isn’t Coming Soon
- 4Coronavirus Sunday Update: Taiwan Reports First Death, Wuhan Virology Institute Denies Rumors
- 5Intensive Care Doctor Tells of a Hospital Teetering on Collapse in Wuhan
- 1Power To The People: Pintec Serves A Booming Consumer Class
- 2Largest hotel group in Europe accepts UnionPay
- 3UnionPay mobile QuickPass debuts in Hong Kong
- 4UnionPay International launches premium catering privilege U Dining Collection
- 5UnionPay International’s U Plan has covered over 1600 stores overseas