News / Crowdfunding
Shop Dutty loses two-year legal battle
Stokes Croft style institution Shop Dutty has been forced to change its name following the loss of a two-year legal battle over trademarking rights with Spanish brand Massimo Dutti.
The Bristol-born brand, originating as a club night and platform for women in hip hop, has been a resident of the Stokes Croft and Cheltenham Road area for 14 years, selling vintage and new items by local designers alongside their own branded clothing.
Deciding to register for a trademark as the brand got bigger and more successful, shop owners Joh and Louisa were hand delivered a cease and desist letter from the European retailer the day before they were due to be officially registered.
After two years of legal proceedings, the Intellectual Property Office ruled that Massimo Dutti had won the case, meaning Shop Dutty would be forced to remove all clothing bearing its name and rebrand completely.
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The decision came down to the similarity of goods sold as well as a believed likelihood of confusion by the consumer between ‘Dutty’ and ‘Dutti’.
Massimo Dutti, owned by the largest fashion group in the world, Inditex, declined to comment on the case. The multinational company is also responsible for brands such as Zara, Bershka and Pull & Bear.
To cover the cost of the proceedings as well as the entire overhaul of the brand, Joh and Louisa have launched a crowdfunding campaign and plan to put on a large-scale fashion and music event at which they will reveal their new name and collection.
Determined to look at the situation from a positive angle, founder Louisa is looking at the rebranding as an opportunity for the continued growth of the business.
“I think when anything happens in life you can take the good out of it,” she says. “This gives us a chance to grow up a bit and give the brand a new of lease of life. Hopefully we can find a name that perhaps appeals even more to our customers – that is the silver lining.”
The fundraising event, set for December 5, promises impressive headliners and guest DJs at a special mystery venue which is yet to be revealed.
“We just hope that people feel the same way about our new name and turn up to support us,” says Louisa.
“It’ll be difficult finding something that embodies what we do so well but who knows, this next chapter could be the start of something exciting.”
For more information on how you can contribute, visit www.crowdfunder.co.uk/the-big-dutty-re-brand
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