Huge, FAKE Supreme store opens in Shanghai (and fans say it's even better than the original!)
Andrei Mincov's commentary on the original article
This story is just another proof of what I have been saying all along: the brand is often the most valuable asset of a successful business. Your products can be ripped off. Even your whole store can be ripped off and even improved on. It's whether you own the brand or not that will determine if you can capitalize on your goodwill. And frankly, while Supreme may seem like a great brand, it's an arduous task to have it protected worldwide since it is such a common laudatory term. Which is probably one of the reasons why other Supremes were able to still be out there and continue the free ride on Supreme NYC's popularity.