The streetwear giant’s first store in Italy opens May 6 and will be its 13th retail location. Supreme took out billboards in Milan to announce the opening and also advertised in local Italian newspapers, according to NSS Magazine.

Supreme’s move to Italy comes after years of battling aggressive counterfeiters in the country — most notably, the “legal knockoff” brand Supreme Italia, which took advantage of copyright and trademark loopholes before being deemed illegal themselves. The company, which was acquired by VF Corporation in November 2020, also faces fierce counterfeiters businesses in China.