The Swiss fashion label Vetements has encountered a significant hurdle in its quest to secure trademark registration in the United States. A recent court ruling declared that the brand’s name is too generic, translating to ‘clothing’ in French. This decision highlights the challenges brands face when attempting to register names that can be broadly associated with their industry.
This verdict not only impacts Vetements but also raises questions for other fashion brands trying to secure similar protections. The ruling emphasizes the importance of having a distinct brand identity that goes beyond generic terms. As the fashion industry evolves, trademarking becomes crucial for brand recognition and protection against counterfeit products.
