Vetements loses brand entry in the USA: ‘clothing’ is too generic

The Swiss fashion label vetements must not have its name entered in the United States as a brand. This was confirmed by the US Court of Appeal on May 21 after a year-long legal dispute. The judges: Inside, the earlier decision by the US brand office (USPTO) confirmed the application. The reason: “Vetements” is the French word for “clothing” and is considered too general in the United States to be protected as a brand.

According to the court, there would be enough American consumers: the word with “clothing“(Clothing in German) and therefore understand it more as a genre name. Therefore, it falls under the category of ‘generic terms’, which according to trademark law – even if they come from a different language – are not protective. The argument of vetements in the fashion industry was rejected.

The judgment underlines the legal principle that generic terms, even if they come from a modern foreign language, are out of the question for brand registration. The case has been under the name in Re Vetements Group AG, 2023-2050, 2023-2051 (Fed. Cir.) Since 2020.

Vetements was founded in 2014 by Demna Gvasalia and his brother Guram Gvasalia. The label started as a design collective and quickly attracted attention with a striking approach to streetwear. Everyday clothing-such as hoodies, jeans and T-shirts-were deliberately enlarged, deformed or with ironic logos.

The label is also known for its cooperation. Among other things, it worked with Comme des Garçons, Eastpak, Hanes, Levi’s, Manolo Blahnik, Reebok and DHL.