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Oops. Samsung Retreats From ‘Fake' Supreme Streetwear Brand

  • It ‘regrets any concern’ caused by the surprise announcement
  • Samsung has previously partnered with top design brands
Inside A Samsung Flagship Store As Company Seeks to Restore Reputation With Flame-Free Note 8
Photographer: SeongJoon Cho/Bloomberg

Samsung Electronics Co. is backing off an envisioned collaboration with a disputed version of streetwear label Supreme after drawing derision and condemnation from consumers.

The Korean electronics giant -- regarded as one of the savviest marketers in technology -- provoked outrage across social media after announcing it was tying up with Supreme, the New York design house founded by James Jebbia and famed for its skateboarding and hip hop aesthetic. At a smartphone launch this week in China, a Samsung executive brought onstage a man he introduced as Supreme’s chief, who then proceeded to outline -- in fluent Mandarin -- plans to open a flagship store and host a runway show.