Gucci just got checked out so much the law wasn’t on his side.
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The Japanese Patent Office (JPO) dismissed a lawsuit by Gucci after it tried to prevent fashion brand CUGGL from trademarking its logo. It seems the Japanese clothing company decided to have a little fun with the luxury fashion brand. The Gucci name is internationally recognized, highly coveted and profitable.
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It’s not surprising that an indie company would want to ditch the legacy label, which is likely why Gucci’s rep argued that CUGGL’s actions were done with “malicious intent to free ride [on the] goodwill and reputation.”
At first glance, CUGGL doesn’t seem to refer to Gucci much. But the indie brand’s logo appears with about two-thirds of the word obscured by a strip of paint. The top of the remaining letters that reach the top look like they could spell Gucci.
According to Fashion Law, the JPO stated that it “did not find a similarity between ‘GUCCI’ and ‘CUGGL’ from a visual, phonetic and conceptual point of view”.
It’s a clever way to troll, but satirical brands are also not a new fad. In 2013, Supreme, which infamously plagiarized artist Barbara Kruger for its logo, sued the makers of the Supreme B**** parody brand for $10 million for allegedly copying Supreme’s logo. The case was dismissed.
“Today in IP law: someone registered a trademark for CUGGL as a clothing brand in Japan and sells shirts with the logo partially blacked out. GUCCI Sues, JP Trademark Office Says CUGGL Is Not Similar Enough To GUCCI To Warrant Enforcement,” @half-sheet wrote in one I tweet.
CUGGL was founded by Nobukai Kurokawa, an Osaka-based designer known for selling parody fashion T-shirts for $12 to $15 online.
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