Choies.com, a self-proclaimed "global website destination for fashion-forward girls," was brought to our attention recently. And while the site's goal is to "become the better origin of fashion inspiration," (I'm not entirely sure what that means), they are going about that mission by stocking counterfeit streetwear t-shirts and just about every Givenchy t-shirt ever printed for under $30. Apparently, a fake Hood by Air or Supreme t-shirt is the new fake Louis Vuitton bag.
Despite Choies' very expansive collection of wannabe Givenchy tees, it is far from an unordinary website. In fact, it joins countless other Chinese-based sites devoted to the sale of knockoffs and various other infringing garments, much of which center around high fashion's foray into streetwear. A few of the other brands targeted by these sites: Phillip Lim, Boy London, Ssur, Pyrex, even our friend Wil Fry. Hood by Air and Boy London are two of the brands here that may actually have trademark infringement and counterfeiting claims, stemming from the Chinese sites' use of their trademarks. (Supreme is still waiting on federal trademark registration). As for Givenchy, the Paris-based design house likely has some solid copyright infringement grounds for all of its original artwork that adorns its tees.
So, for all of you who are still standing behind the "rappers are bringing more demand to Givenchy" and "t-shirts are helping Givenchy, not hurting it" argument, now would be a good time to abandon it.