photo: fashion.huanqiu.com
It looks like someone jumped the gun on Kanye West’s plan to expand his line of Yeezy sneakers. A copycat in Wenzhou has taken their knock-offs to the next level, by opening a ‘legal’ storefront selling counterfeit Yeezys in the eastern Chinese city.
At first it may look like the real deal, but Yeezy’s Wenzhou branch is about as about as authentic as a 'Gucci' bag going for 50 kuai on Qipu Lu. Still, that hasn't stopped the store from completely ripping off Kanye’s designs, successfully too, with the store reporting purchases of three to four pairs of Yeezy(ish) sneakers per customer.
So how is this legal? Store owner Mr Hu claims that he registered the brand name Yeezy across a number of categories in 2013, two years before Kanye West began his collaboration with adidas.
Yes, that means discount Yeezy’s from a legit retailer, right on Shanghai’s doorstep. But before you check any moral qualms at Hongqiao Station and hop on a train to Wenzhou, it might be worth noting that these counterfeit shoes aren’t exactly bargain bin prices, selling at an average of 999RMB (150USD) a pop.
Then there’s the design. Sure, if you run fast enough no one will know that you’ve been lacing up with the devil, but take a closer look at these kicks and you’ll see that something doesn’t quite add up. Take a closer look – ten kuai says you can spot the difference.
From left: Yeezy(ish), Yeezy
Kanye and adidas have thus far been unavailable to comment on their Chinese competitor, but this isn’t the first time that Western companies have faced trademark nightmares in the Middle Kingdom. Last year, New Balance experienced a wobble of their own when they were sued by a Guangzhou local for using their own brand name. The New England retailer has since come out of that legal battle the victor. Who’s to say that Kanye and adidas won’t follow suit?
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