In a dramatic turn of events, iconic motorcycle manufacturer Harley-Davidson has taken British retailer Next to the High Court, demanding the destruction of T-shirts they claim are “copycats” of their iconic logo. The dispute centres around designs featuring biker angel wings and flames, which Harley-Davidson argues could confuse consumers.
This legal battle comes on the heels of a challenging financial period for Harley-Davidson. After experiencing a 23% profit slump and a slowdown in high-end bike sales, the company is now fiercely defending its brand identity in court. Despite clothing sales accounting for only 5% of its revenue, Harley-Davidson is adamant about protecting its trademark.
Harley-Davidson’s commitment to brand protection is not new. Many recall the 2017 case where Harley-Davidson took Urban Outfitters to court over “mutilated” shirts. In that instance, Urban Outfitters was accused of modifying Harley-Davidson shirts by cutting off sleeves and labels and rebranding them as part of their “Urban Renewal” line. The case was eventually settled, with Urban Outfitters agreeing to stop selling all Harley-branded merchandise.
Now, Harley-Davidson is once again on the offensive, this time against Next. The company’s determination to safeguard its logo underscores the importance of trademark protection in maintaining brand integrity.
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