Following up on CNN’s piece on the ongoing battle Supreme is waging against “legal fakes,” Business of Fashion has published an in-depth piece on the matter. James Jebbia weighs in the topic with the below insights. 

“I don’t think another company has really had to deal with this like we have,” said Supreme founder James Jebbia in a rare interview. “This is a whole new level with this criminal enterprise — these complete imposters and impersonators. This is a company that was able to convince one of the biggest companies in the world [Samsung] that they are the real thing.”

“People should know that the idea of legal fakes is a complete farce,” he said. “It would be sad if a new generation thinks that’s actually legit,” Jebbia added, likening IBF’s ability to spread disinformation to how “fake news” can easily be spread online today. “We don’t do a ton of press and we are quite quiet. These guys are taking full advantage of that… We haven’t had the time to basically go on this massive disinformation tirade or press thing that most people would.”

The article also includes a statement from Darci J. Bailey, who is overseeing Supreme’s anti-counterfeiting strategy.

“There is not a jurisdiction in the world that’s said what [IBF is] doing is lawful,” said Bailey. “Opening stores is only going to yield a bigger victory once we are able to shut those down.” She said that in addition to copying its products, opening fake stores and impersonating Supreme executives, IBF has duplicated Supreme’s invoices, shopping bags and signage. “They are really after our DNA,” Bailey said, adding that IBF offered to “sell our trademarks back to us,” but Supreme will not consider payoffs as a way to solve its trademark issues.

This situation will undoubtedly impact international trademark laws on a global level moving forward. Head over to BOF to read the entire piece.

Image Via BOF