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CARL AZUZ: Southeast Africa is
the scene of our first report

today on "CNN 10."
I'm Carl Azuz.
Thank you for watching the show.
First, there was
severe flooding.

The nations of
Malawi and Mozambique

saw 1 and 1/2 million people
affected by heavy rains.

Then, a week later,
on March 14th,

Cyclone Idai made landfall
in coastal Mozambique

and ripped its way inland
through Malawi and Zimbabwe.

The destruction was so extensive
that some areas were cut off,

and we're just getting
details about it now.

In the central
Mozambican city of Beira,

the International
Federation of Red Cross

called the damage
massive and horrifying.

It says it looks
like 90% of the area

has been completely destroyed.
Roads and communication
lines are cut,

and rescuers can't even
get to some places.

Bridges were swept away
in parts of Zimbabwe.

And across the region,
officials don't know

yet how many lives were lost.
The ICRC says more than 150
people are thought to have been

killed in Mozambique,
Malawi, and Zimbabwe,

but it says that number
could go up as rescue

teams make their way through.
The president of Mozambique
says with rivers having broken

their banks and entire
villages having been wiped out,

Cyclone Idai could have
killed more than 1,000

people in his country alone.
He called the situation a large
scale humanitarian disaster.

10 second trivia.
A company's specific
symbol, word, or logo can

be legally protected by a what?
Copyright, trademark,
patent, or brand?

When it comes to
intellectual property,

it's a registered
trademark that protects

a logo or business name.
Intellectual property includes
anything original that

comes from the creative mind--
songs, movies, artwork,
clothing brands.

intellectual property,

keeping another
person or business

from copying the original work
and then making money off it,

has challenged governments
and lawyers for centuries.

For example, what's
happening right now

with the brand Supreme.
In 2018, fashion platform List
called Supreme's simple logo

the most powerful one
in the fashion industry,

so you can see why someone else
might want to take advantage.

- I'd like to begin--
- In December of 2018,
Samsung executives

were on stage in Beijing to
unveil their latest smartphone

and also to announce
a partnership

with one of the world's
hottest and most

exclusive fashion brands.
- But here's the thing.
These men aren't executives of
the original, iconic Supreme

This parka isn't
from that Supreme.

And most importantly,
the US-based Supreme

had absolutely no
intention of collaborating

with the tech giant.
It turns out this
Supreme is part

of a network of
companies imitating

the original brand in
countries all over the world.

And what might be
even stranger--

everything they were
doing is seemingly legal.

Essentially, Supreme

started as a skate store
on Lafayette Street

in New York City in 1994.
It's, of course, much
more than a skate brand.

It's a brand that,
unlike many others,

has managed to
resonate with culture.

It became, you know, a pop
cultural icon in many ways.

- What started out as simple
white t-shirts and skateboard

decks has grown to include
Supreme jackets, backpacks,

teddy bears, dog bowls,
Christmas ornaments, Band-Aids,

chopsticks, New York
City subway cars,

cough drops, fire extinguishers,
crowbars, and Hot Wheels.

There were even Supreme bricks.
There's been collaborations with
North Face, Nike, the New York

Yankees, White Castle,
Campbell's, and even

Louis Vuitton, among others.
And when they're released,
Supreme's products

nearly always sell out,
sometimes within seconds.

Today, Supreme is valued
at around $1 billion.

Its business model is a classic
example of artificial scarcity.

Supreme or buying

Supreme is ultimately
really about showing

that you're in the know.
The sheer fact that it is so
hard to get it, of course,

adds immense value.
- Two decades after opening its
first store in New York City,

Supreme had become
a truly global brand

and was launching a new
collection in Italy.

Only Supreme wasn't launching
this new collection.

Another company was.
the first stage,

counterfeits or knockoffs are,
of course, a sign of success.

And then, I guess it
becomes a slippery slope,

you know, how big that
knockoff market becomes.

- In November of 2015, a
British limited company

named International Brand Firm
was founded by a Michele Di

Pierro, who started registering
and licensing the Supreme

trademark in Europe.
After success in Italy,
Supreme Italia was born.

The clothing looks
like Supreme styles,

but with larger logos,
often cheaper prices,

and is in seemingly
abundant supply.

They see a Supreme

logo hoodie on
somebody on Instagram,

and that's what they want.
They don't care what's the
story behind this brand,

where does it come from,
is it real, is it not.

And suddenly, the shop close
to where they live actually

carries that product.
- It took until 2017
for an Italian court

to rule that the
original brand had,

in fact, filed for a
trademark in Italy before IBF.

After that decision, authorities
seized IBF related merchandise.

But the original brand
hadn't registered in Spain,

and IBF wasted no time
creating Supreme Spain

and opening multiple
brick and mortar stores.

It also successfully
registered the trademark

under the World
Intellectual Property

Organization, which is
how it's gained protection

in the Chinese market.
In all, IBF claims it's
registered the Supreme brand

in a whopping 54 countries.
So how is IBF getting
away with this?

It's what trademark
lawyers call a legal fake.

the United States,

parties have to be the first
to use a specific trademark,

such as Supreme, on a specific
type of goods or services,

such as clothing.
That's called a
first to use system.

In Italy or Spain
or San Marino, it's

a first to file
trademark system, meaning

that the first party to file
a trademark application,

regardless of whether
or not they're using it,

are the ones that
are awarded rights.

- Since the Italian
court's earlier decision,

tides have turned
in IBF's favor.

The EU has initially refused
to let the US-based Supreme

register its trademark
logo in Europe

because it said the word Supreme
was descriptive and lacking

in distinctiveness,
though this review

process is still ongoing.
And when Supreme New York sued
IBF in Spain, IBF won in 2018.

JULIE ZERBO: This really is
a quiet fight for the rights

of a brand that is now more or
less under siege in countries

where it didn't
act quick enough.

- But the original company calls
Supreme Italia a counterfeit.

JULIE ZERBO: When we're
looking at a heavily

counterfeited brand, some of
the loss, it's intangible.

It serves to chip away at
the uniqueness or the appeal

or the reputation of the brand.
While it was once OK to just
police the market where you

were immediately operating,
nowadays, because of the truly

global nature of digital
media and e-commerce,

it's just a much
more complex issue

than it ever was in the past.
- It's unclear whether Samsung
knew it was dealing with

a so-called legal
fake all along,

but the partnership with
Supreme Italia was officially

canceled in February of 2019.
Regardless, IBF licensed
websites are alive,

and stores continue to
operate in several countries.

The battlefield for brands
in today's global economy

is just that--
And if the rules don't
change, the quickest

copycats might come out on top.
CARL AZUZ: It's one thing
to love video games.

It's another to set
a Guinness World

Record for having the planet's
biggest collection of them.

Antonio Ramiro Monteiro has
been collecting games for years.

He owns games from
his childhood,

from overseas, some rare
games, some he hasn't played,

some he hasn't opened.
He has so many games that it
took two Guinness employees

a week to count them all.
The tally-- 20,139.
The cost-- hundreds of
thousands of dollars.

Maybe you think he's
a legend like Zelda

to have all that Metal Gear
Simming around his house.

If his Final Fantasy
or Call of Duty

was to have a world of software
craft creating a Mass Effect,

his GoldenEye for collecting
his one Guinness Mariover, even

if it's Gala got
to have taken him

longer than a Fortnite to build
such a Super Galaxy of titles.

It's no BioShock that
dude's got game, y'all.

I'm Carl Azuz for CNN.


CNN 10 | CNN Student News | March 19 2019

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