Gucci loses Swedish trademark battle

The global fashion emporium Gucci has lost its bid to register its trademark in Sweden. Its emblem - two Gs face to face - is already owned by a firm in Gothenburg.

Gucci loses Swedish trademark battle

The Gucci emblem, a monogram winding the two opposite Gs, is world famous and registered as a trademark worldwide.

But the Swedish Court of Patent Appeals (PBR) on Thursday rejected Gucci’s application to protect its trademark in Sweden.

The court confirmed a decision by the Patent and Registration Office (PRV) which ruled that the two G symbol, albeit followed by the Swedish word Sömnadsindustri (lit: dressmakers), was already owned by a firm registered in Västra Frölunda, a suburb of Gothenburg.

Gucci had argued to the court it was one of the world’s largest fashion concerns and underlined that its trademark was a monogram, arguments that held no sway with the Swedish court.

The court ruled that regardless of how Gucci design their trademark it clashes with the GG that is already protected.

Gucci, one of the world’s most pirated brands, will therefore remain without trademark protection in Sweden.

When The Local contacted the owner of the small Swedish firm, Gun Gabrielsson, on Friday she appeared to take the trademark decision in her stride.

“We are very busy at the moment. I do not have anything to say at all on the subject”.


Uniqlo confirms August opening of first Swedish store

Japanese clothing giant Uniqlo confirmed it will open its first Swedish store at the end of August 2018.

Uniqlo confirms August opening of first Swedish store

The popular fast fashion brand announced in January that it will be entering the Swedish market with a Stockholm branch, but remained coy about the details. Sweden's fashion fanatics reacted with excitement to the news that they would be getting the first Uniqlo store in the Nordics.

IN PICTURES: Uniqlo to open first Scandinavian store in Stockholm

On Tuesday Uniqlo finally divulged the launch date of the shop, set to open doors at Hamngatan near the Kungsträdgården park on August 24th.

It will occupy the Sverigehuset building, built in the 1960s as the final project of modernist Swedish architect Sven Markelius, and the shop will “pay tribute to Markelius by exhibiting some chosen examples of his work” according to the company.

The opening will make Sweden only the seventh European country to boast a Uniqlo store.