Summary
- A decision from the U.S. Patent and Trademark Office’s (USPTO) affrims that Vetements has lost its years-long battle to trademark its brand name in the US, according to a report from The Fashion Law.
- The decision made by a panel of three judges stated that the term “vetements,” the French word for “clothing,” is generic when used for garments and retail services.
A week ago, a court decision confirmed the long-standing dispute over Vetements, a brand founded by Demna, not being able to trademark its name in the United States. The ruling was made by the U.S. Court of Appeals for the Federal Circuit on May 21st, as reported by The Fashion Law. According to this report, the USPTO refused to grant a trademark for “VETEMENTS” because the term “vetements,” which means “clothing” in French, is considered generic when applied to clothing and retail services.
Since French is widely spoken and taught in the U.S., and the term “vetements” clearly refers to the clothing items at hand, the court upheld the Board’s decision based on the provided report. Even though the brand holds a certain level of significance, the USPTO has decided not to consider any additional evidence related to the appeal. This particular brand, established by siblings Demna and Guram Gvasalia in 2014, attempted to obtain a U.S. trademark registration for apparel and online retail services in 2020.
The choice is tinged with irony, considering the brand’s history of satirical motifs that frequently mimic logos and symbols from diverse cultural spheres. To illustrate, Vetements once had model Gigi Hadid wear a dress made of DHL duct tape, echoing an earlier collection by the label. However, it was Demna who departed from the brand in 2019, with Guram taking over as artistic director since 2014. Even Demna’s time at Balenciaga has been marred by allegations of copyright infringement.
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2025-05-27 18:25