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UPDATE: Supreme Italia Loses Its Registered Trademarks in China

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It’s only been a couple of weeks since Supreme Italia opened its giant Shanghai location, and the counterfeit organization has already lost its registered trademarks in China. The Drum broke the news yesterday with an article that includes quotes from Chinese commerce expert Melanie Zhu. She sheds some light on how trademark laws work in China.

Trademark protection is territorial, a mark registered in the US is not automatically protected in other countries, and the owner has to go through the trademark application procedure to seek the protection of the mark in other jurisdictions.

In mainland China, trademark protection mainly adopts a first-to-file principle, say, those who first apply for and register the marks have the legal ownership over the marks. Of course, when there are trademark disputes means to help the genuine owners to retrieve the marks if the marks are preemptively registered by bad faith squatters.

It looks like justice will prevail in this chapter of Supreme’s international legal battle. Between this and the Erik Brunetti FUCT case, skateboarding is really shaping global trademark laws in 2019. We wonder what Steve Rocco makes of all of this?

UPDATE 05.05.20: WWD broke the news today that Supreme has secured its trademark in China. And Supreme Italia’s Shanghai location (pictured below) has been rebranded as Hummel. This closes a chapter in one of the biggest copyright infringement cases to emerge in recent years. Right on to the real, and death to the fakers.

Images Via Highsnobiety & Hypebeast

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Nike Drops SB Dunk Low x Yuto

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Olympic gold medalist Yuto Horigome hit various skate spots in Tokyo wearing his Nike SB Dunk Low in his latest video for the brand.

Featuring Yuto’s family crest, the Nike SB Dunk Low x Yuto is now available in select shops and will be available in SNKRS on August 29.

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Check Out Aurélien’s Pro Shoe from Etnies

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Etnies dropped “The Aurelien“, the first pro model shoe of Aurélien Giraud.

Aurélien’s pro shoe model is available in three colorways, grey/light grey, tan/white, and black/white.

These shoes have an STI Performance Level 1 insole, System Flo2 for air circulation, a hidden toe cap for longevity, elastic tongue straps for a secure fit, a rubber outsole for durability and grip, and padded tongue and collar lining for comfort.

Aurélien designed and tested the model to meet the demands of his high-impact skateboarding.

At the age of 6, Aurélien won the V7 Teenage Tour, but it was not until he won the Tampa AM in 2015 that he gained recognition from the worldwide skateboarding community. He represented France in the 2020 Summer Olympics. He joined the Etnies team last year.

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Check Out Andy Anderson’s New Skateboard

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Andy Anderson showed off his new skateboard from Powell Peralta and provided insight into its design.

This board features the new shape that he previously unveiled in an earlier video.

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