During this week the news of the collaboration between Samsung and Supreme Italia, a brand controlled by IBF, has been making the rounds in newspapers and feeds all over the world. After the confirmation and subsequent "denial" of the South Korean multinational, IBF broke the silence with an official press release confirming the collaboration with Samsung and reveals its future industrial plans of the company based in London. The most important information disseminated by IBF concerns the upcoming opening between the end of 2018 and 2019 of over 70 physical stores in all countries where it has managed to register its brand.

The IBF will open in every country on the globe where the industrial property rights present with the already owned stores in Spain as examples, already planned are stores in Belgrade where IBF is the ONLY HOLDER OF A REGISTERED SUPREME BRAND, as well as others territories, and therefore between the end of 2018 and 2019 no less than 70 openings around the world are expected.


Supreme Italia announces the opening of over 70 physical stores Including two huge flagship stores in Beijing and Shanghai | Image 0

The history of Supreme Italia started between 2011 and 2012 in Barletta, Puglia IT, where it began the distribution and online sale of products with the iconic Supreme box logo.

After several legal battles, in 2015 the brand moved to Spain where the company Elechim sports SL registered the Supreme Spain brand and won a lawsuit against Chapter 4, the company that owns the Supreme brand founded in New York by James Jebbia. Immediately thereafter, the opening of physical stores featuring the Supreme box started opening in Spain, and are currently open or coming in Barcelona, Formentera, Ibiza, Malaga, Palma de Mallorca and in the center of Madrid.

In the press release, IBF talks of opening over 70 physical stores all over the world: the next one being in Belgrade, Serbia. However, the most relevant news concerns the Chinese market, in which IBF entered after having obtained APAC, the authorization to sell and market in the Asia-Pacific region (except Japan). In particular, the brand has announced the opening of two flagship stores in Beijing and Shanghai. As the sole holder of the trademark in China, Supreme Italia can take the name ‘Supreme’ without any added national description, allowing its brand to be marketed indistinguishably from the New York Supreme brand. The editorial staff of nss magazine has also recently spotted a suspicious store in the most elegant district of the Chinese megalopolis, as well as a massive online presence on e-commerce platforms. 

As announced, IBF with Supreme has pushed the brand into China, planning to build two seven-storey flagship stores in Shanghai and Beijing, as well as selling its products through the largest e-commerce platform, B2C Tmall.com of the Alibaba Group and JD.com.

Supreme Italia announces the opening of over 70 physical stores Including two huge flagship stores in Beijing and Shanghai | Image 1
Copyright ©2018 nss factory - All rights reserved

In the press release, IBF goes on to repeatedly underline the legality situation in which the brands it controls are situated, and launched a rather direct arrow towards Supreme NY regarding the opening of the physical stores. The brand James Jebbia has built the hype around its products with is thanks to the very low availability of them (the physical stores are only six in number: New York, Brooklyn, Los Angeles, London, Tokyo, and Paris), despite the simple designs and common materials with which they are made. IBF tries to act like a Robin Hood of streetwear - referring in particular to the world of reselling and raffles - skating over the point, however, that the success of their products are derived from the culture built by the American brand.

The ethical aim of the company is to make the products available to everyone with a very high quality of product and design both to retail and e-commerce, combating and fighting without any doubt the none regulatory phenomena that favors the practical reselling that creates not only commercially incorrect dynamics but also punishable tax offences by so-called YouTubers or fake streetwear gurus, that are also supported by companies that make the product unavailable .... More than a purchase from a company, it feels like attending a lottery with prizes.