Vetements Brings Trademark Battle to the US Supreme Court

## Vetements Appeals to the Supreme Court

French fashion label Vetements has approached the US Supreme Court to review a pivotal trademark case. This move challenges a ruling from a lower court that denied its application for the brand name “Vetements.”

### The Trademark Debate

Central to the dispute is whether “Vetements,” translating to “clothing” in French, can be trademarked in the United States. The company contends that it is unjust for the legal system to rely on the English equivalent of a foreign term when determining its trademark eligibility.

### Denial by the Trademark Office

Initially, Vetements’ trademark application was rejected by the US Trademark Office, which classified the name as too generic for a clothing brand. An appeals court upheld this decision, concluding that a significant number of Americans would understand the French meaning of the term.

### Fairness in Brand Representation

In its argument, Vetements asserts that evaluating a foreign trademark based solely on its translation is not reflective of consumer perception. The brand believes that names should be assessed on their own qualities rather than their literal translations.

### Seeking Clarity from the Supreme Court

Furthermore, Vetements highlights inconsistencies among US courts regarding this matter. This disparity makes the case pertinent for the Supreme Court, which could establish a definitive guideline on how foreign terms are treated in US trademark law.

What are your thoughts on the implications of this case for international brands?