Superdry has sued Asos in the High Court for allegedly copying its “Osaka” branding on sweatshirts and T-shirts.
Since Asos sells Superdry clothing, the filing states that “it is inconceivable that Asos was not aware of the Osaka brand at the time it commenced the sale of the goods. It is clear that the product is designed to reproduce the look of Superdry’s goods such as to mislead the average consumer.”
According to Superdry’s claim, the line has been a “considerable success.” Since 2015, more than 291,000 items of clothing bearing the Osaka branding had been sold by Superdry in the U.K., reaching over 5.1 million pounds in sales. Julian Dunkerton, Superdry’s founder, told WWD: “We are really proud of the unique design and high quality of Superdry products, which also have some of the best sustainability credentials in the industry. To safeguard consumers and protect our brand, we will always take robust action against those who produce copycat and counterfeit goods, which is particularly important as our plan to reset and reenergize the brand gathers pace. The Osaka brand is an important part of Superdry’s heritage.
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