Supreme is the most searched for "Fake" brand

For the second year running, Supreme tops the searches when it comes to looking for fake wares, followed by Ray-Ban, Audemars Piguet (watches), Oakley and Vans. The online marketing firm SEMrush revealed the results last week showing that not only is the number of fakes growing on the global markets but the demand as well, with consumers searching more and more specifically for “fakes” or “replicas”. Supreme tops the list, perhaps not surprisingly as the demand and hype of the NY streetwear brand has greatly multiplied over the last few years, whilst the availability has reversely decreased.

As our recent focus on how to cop supreme shows, it has become harder and harder to get the genuine article and made even more difficult with the advent of bots, which humans simply can not compete with. Coupled with outrageous resell prices on the secondary and parallel markets, and the recent rise of legit fake brands such as Supreme Italia has also shone a light on the fact that these brands aren’t always available to people who would very much like to own the originals and thus have no choice but to purchase fakes, in order to take part in social hype circles. Also, a lack of local trademark registrations has made it easier for counterfeiting, in some circumstances, to become legally speaking sound. A clear catch 22 for many brands as simply increasing availability will ultimately bring down the desire of acquiring, as such a large part of certain hypes within fashion are based very much on their limited availability.  

A problem that is sure to get worse before it gets better, an added issue is that even if all counterfeiting were to cease overnight, the flooding of fakes onto the global markets has already taken place, thus diluting the amount of real products out there, which can often times also be near indistinguishable in production quality from one another.