Do you remember Supreme Italia? The smuggler brand founded by Michele di Pierro (53) and his son Marcello (24) has been fighting the real Supreme in court since di Pierro’s fugazi operation ended years of counterfeit production ‘ Preme by opening a flagship store in Shanghai. in 2019. Last year, Supreme got its Chinese brand and started Supreme Italia from the country; last week he finally won a major lawsuit against di Pierro’s operation, putting a major nail in the coffin of Supreme Italia.
Bloomberg reports that a London court found the founders of Supreme Italia guilty of fraud, sentencing Michele and Marcello to eight and three years in prison, respectively. Di Pierro’s London-based International Brand Firm Ltd. was simultaneously fined 7.5 million pounds (approximately $ 10.36 million) payable to the real Supreme.
Michele and Marcello “hijacked all facets of the company’s identity and plagiarized it,” Judge Martin Beddoe said following the guilty verdict. “The shamelessness of the offense is as remarkable as the dishonesty.”
Since around 2015, the di Pierros had seized various global copyrights for the Supreme brand before the New York-based company made its own filings. This decision, while technically legal, was clearly enough in bad faith and even misled Samsung into almost collaborating with Supreme Italia.
Of course, Michele would have you believe otherwise. âWhen I applied for registration in Italy, I did so in good faith,â he said in 2019. âI didn’t know [Supreme] even existed. It was not popular in Italy. There wasn’t even a store. “
An arrest warrant has been reissued against the di Pierros – the father and son were not actually present at the trial – and it remains to be seen whether Supreme will actually receive the money earned, given that Michele’s International Brand Firm Ltd no. ‘only has 300 books in its chests. It is nonetheless a great victory for ‘Preme, who recently opened his own Milan boutique as if to make more fun of counterfeiters.