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Confusion as Samsung China Announces Collab With “Supreme”

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At a recent conference in China to launch its Galaxy A8s smartphone, Samsung China bizarrely announced a collaboration with “Supreme,” and even brought out two men apparently identified as the New York City streetwear brand’s “CEOs.”

The Samsung China official leading the presentation, named as Feng En before taking the stage, enthused about this being the brand’s first project in China before inviting the non-James Jebbia pair on stage to discuss the “collab.” The pair also claimed Supreme would be coming to China in the new year. Watch Feng and his guests talking in the clip here from around the -18:23 mark.

Additionally, one of the duo stated that Supreme would be opening its first Chinese store next year, a seven-story flagship store in Sanlitun, Beijing. He also announced that Supreme would hosting its first-ever runway show at the Mercedes-Benz Cultural Center in Shanghai next year.

Of course, this event conjures flashbacks to a news story that circulated in summer, in which a streetwear company in China hired an actor to pose as the “President” of Supreme to promote counterfeit products. China is notorious for its lax attitude toward intellectual property, with many people keen to take advantage of young consumers’ passion for brands such as Supreme through things like fake Supreme stores.

Highsnobiety has reached out to Samsung and Supreme for comment and will update this piece when we hear back.

What do you make of this “Supreme” x Samsung collab? Legit or fake news, place your bets in the comments.

Now, take a look at the 15 best products to drop this week.

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