The French fashion house Vetements pulls in front of the Supreme Court in the United States. The company requests the review of a trademark law. Vetements fencing the decision of a butcher, which rejected the application for registration of the ‘Vetement’ brand.
The key point is whether the brand name, which means ‘clothing’ in French, can be protected in the USA law. The company argues that the legal system incorrectly relies on the English translation of a foreign word. It should be assessed whether this can be entered as a brand.
Vetements’s original application was rejected by the US brand office. The word was considered too generic for a clothing brand. A US Court of Appeal approved the judgment. It found that enough US citizens: inside would understand the French meaning of the word.
Vetements replies that the assessment of a non-English brand is unfair based on its translation. It does not reflect how consumers actually perceive the brand inside. The company believes that a brand name should be assessed according to its own advantages; Not only according to his literal translation.
The brand also points out that different dishes in the United States represent different views on this question. This makes the case suitable for the Supreme Court to create clarity. Due to the treatment of the case, the Supreme Court could draw up a clear rule for how to deal with foreign words in US trademark law.
This article was used with digital tools translated.
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