Skip to content
RUNWAY MAGAZINE ® Official

RUNWAY MAGAZINE ® Official

RUNWAY MAGAZINE ® – International Media, Global Fashion Authority

  • RUNWAY WEB3
  • Runway Stories
  • RUNWAY PODCAST
  • Runway Videos
  • Contact Us
  • Subscribe
2022, 2023, Art, Best of, Editor in chief, Editor-in-Chief of Runway Magazine, Eleonora de Gray, Exclusive Interview, Expertise Mode, Fall, Fall Winter, Fall-Winter 2022-2023, Fashion, Fashion Designer, Fashion Icon, Issue, Issue 2022, Italy, Look, Luxe, Luxury, Milan, Milan Fashion Week 2022, News, NYFW, Official Runway, Official Runway Magazine, Official Runway Magazine France, Official Runway Magazine USA, Pret-a-porter, Ready-to-wear, Real Runway, Real Runway Magazine, Runway, Runway com, Runway Cover, Runway Europe, Runway France, Runway Global, Runway Go, Runway Live, Runway Look, Runway Magazine, Runway Magazine 2022, Runway Magazine 2022 Issue, Runway Magazine 2023, Runway Magazine 2023 Issue, Runway Magazine Cover, Runway Magazine Event, Runway Magazine France, Runway Magazine Get Your Digital Subscription, Runway Magazine Get Your Digital Subscription, Runway Magazine Global, Runway Magazine Italy, Runway Magazine Milan, Runway Magazine New York, Runway Magazine News, Runway Magazine Paris, Runway Magazine US, Runway Magazine USA, Runway Magazine Worldwide, Runway Marketing, Runway Milan, Runway Net, Runway News, Runway Paris, Runway Show, Runway US, Runway USA, Spring Summer, Spring-Summer 2022, Spring-Summer 2023, Story, Style, Winter

GUCCI lost trademark lawsuit to Japanese CUGGL

Posted by Eleonora de Gray on 29th August 202229th August 2022

GUCCI lost trademark lawsuit to Japanese CUGGL. Analysis by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE.

Japanese designers and entrepreneurs are known for their sense of humor and parody. In 2021 Nobuaki Kurokawa registered CUGGL trademark in Japan (trademark registration number 6384970), a brand name to use on apparel. The created logo was half painted with pink paint. This parody had quite a harmless way to humor the public reverence to the logos and the brand names. T-shirts with the CUGGL logo were presented in online stores for the price 2,500 Japanese Yen, which  is equal to €18. No offence intended, just a parody, and humor related to social behavior, as Nobuaki Kurokawa explained.

Curiously Gucci decided to attack Nobuaki Kurokawa and tried to cancel his trademark. Gucci argued that customers would be confused by the half-obscured CUGGL t-shirts, devaluing its own trademark and brand. Gucci also claimed that the trademark was sought with malicious intent to “freeride” on Gucci’s “goodwill and reputation.” Gucci lost this lawsuit (Decision Objection 2021-9002484). 

GUCCI lost trademark lawsuit to Japanese CUGGL
GUCCI lost trademark lawsuit to Japanese CUGGL

Japanese Patent Office conclusion: “Patent Office conclusion: “CUGGL”, which hides the bottom of the letters with painting, is not likely to be confused with “GUCCI”.

“The JPO states as follows, even if the Trademark is used for the designated goods, traders and consumers will not associate or recall the Cited Trademark, It concluded that there was no risk of confusion as to the origin of the goods, as if they belonged to the business of those with whom it had some organizational relationship…

It can be easily recognized that the Latin characters in the composition of the Trademark consist of the characters “C, U, G, G, L”. The figures in the composition are not recognized as representing specific things or meanings, and there is no reason to say that they are familiar, so there are no specific names or concepts. Furthermore, the Latin characters of “CUGGL” are not words that are listed in dictionaries, etc., and are recognized as representing the quality of goods or a specific meaning in relation to the designated goods of the Trademark. , I can’t find anything that should be said to be familiar. Therefore, the Trademark gives rise to the pronunciation of “CUGGL” corresponding to the Latin letters of “CUGGL” in its composition, and does not give rise to a particular notion.”

Newsletter of Japanese attorney office defending Nobuaki Kurokawa. 

See full publication of the lawsuit and judgement decision HERE.

Gucci lost trademark lawsuit to Japanese CUGGL trademark producing t-shirt 18 euros
Gucci lost trademark lawsuit to Japanese CUGGL trademark producing t-shirt 18 euros

Strangely enough Gucci disregarded several facts: 

– GUCCI logo is in Serif font, Capital letters, CUGGL logo has different font;

– this is a parody with regards to the social behavior and attraction;

– this is another ready-to-wear concept, so well promoted by Gucci;

– not so long ago Gucci invested millions, engaged, promoted, a real counterfeit goods tailor from Harlem Dapper Dan to created collections, to participate in his atelier, even made him to receive CFDA (American Fashion Federation) lifetime achievement award for his “deeds”. Dapper Dan spent 30 years of his life taking logos of Louis Vuitton, Fendi and other luxury brands and put them on apparel designed for the local gangsters, and rap singers. Gucci tried to explain the criminal actions of Dapper Dan as an art. Read more about it HERE;

– the price range is not compatible. GUCCI t-shirt is €650,  CUGGL t-shirt is €18 (2,500 Japanese Yen).

GUCCI lost trademark lawsuit to Japanese CUGGL - Japanese Patent Office
GUCCI lost trademark lawsuit to Japanese CUGGL – Japanese Patent Office

The Japanese Patent Office (JPO) did not find enough resemblance, whether visual, conceptual, or phonetic, that consumers would be confused about who they are buying Gucci product (€650) with Cuggl product (€18).

So what moved Gucci to file this lawsuit against harmless parody and trying to pass it as a counterfeit and possible confusion with their brand? What exactly they are afraid of? Talent? Parody? Art Concept Gucci is not capable of? On one hand they are praising a counterfeit concept and investing in it, on another they are hitting on a small Japanese entrepreneur, who cautiously created his own logo. 

The Japanese Patent Office (JPO) concluded that GUCCI and CUGGL were sufficiently distinct, according to a summary by a law firm not involved in the case. It dismissed Gucci’s trademark claim August 15, 2022.

No matter how many studies show that a certain number of people can read words when only their top half is visible, and imagine the rest.  Even the bottom half of Cuggl is concealed, there’s no chance that many consumers will mistake parody for €18 with luxury brand for €650. Where’s a ground for trademark infringement? Brands can’t be sued for imagination of others, or for ow others sees you.

Gucci lost trademark lawsuit to Japanese CUGGL trademark
Gucci lost trademark lawsuit to Japanese CUGGL trademark

The ruling against Gucci in Japan is a total win for intellectual-property progressives who argue that companies have distorted the law to block harmless parodies and other remixes of their brands. “Among the world’s five biggest patent offices (including the US, Korea, China, and Europe), [Japan] runs the fastest examinations,” Leo Lewis wrote in the Financial Times. “It has done this, in part, by accepting that, sometimes, the public is not confused by parody.”

Were you confused by any of this parody? There’s a huge difference between cheap knockoffs and clever parodies of the brand. Nobuaki Kurokawa created many successful parodies of Chanel, Adidas, Patagonia, Champion, Puma, and Balenciaga.

Counterfeit Illegal goods designer Dapper Dan Winner of lifetime achievement CFDA Award 2021
Counterfeit Illegal goods designer Dapper Dan promoted by GUCCI, Winner of lifetime achievement CFDA Award 2021
Making Legit Counterfeit by MSNBC and François-Henri Pinault, using Beyonce to Salma Hayek in 2019
Gucci promotion – Making Legit Counterfeit by MSNBC and François-Henri Pinault, using Beyonce to Salma Hayek in 2019

And let’s not forget that CEO of Kering Luxury Group Francois-Henri Pinault, owner of Gucci brand, and CEO of Gucci Marco Bizzarri so keen to drop on the world counterfeit disease concept, how come they came down on parody? They happily contributed to the $600 billion counterfeit production sold every year. thanks to the guys like Dapper Dan, in whom they invested several million dollars. 

Read story about Dapper Dan and Gucci investment in counterfeit knockoff designer HERE.

Aren’t we tired of hypocrisy?

Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE



Posted from Paris, Quartier Les Halles, France.
American Collections CalendarAmerican Fashion MagazineArtistAutumn WinterBe FabulousBest Fashion MagazineBest ImageChicCommunicationContemporainCreateurCUGGL parodyCUGGL t-shirtCUGGL websiteDapper DanEleonora de GrayFashion ConsultingFashion Design MagazineFashion MagFashion MagazineFashion Magazine CoverFashion Magazine DesignFashion Magazine onlineFashion MarketingFashion MediaFashion Style WebsiteGucciGUCCI lost lawsuitGUCCI lost lawsuit in JapanGUCCI vs CUGGLHigh Fashion MagazineI love Runway MagazineIconic StyleIn style fashionInternationalInternational Fashion MagazineItalianLuxury MagazineMagazineMagazine FashionMagazine StyleMagazine Style WebsiteNew IssueNew YorkNew York RunwayNew York Runway MagazineOfficialOfficial Runway Magazine WebsiteParis RunwayParis Runway MagazineparodyPodcastPopular Fashion MagazineRunwayRunway FashionRunway MagRunway MagazineRunway Magazine 2022 coversRunway Magazine CEORunway Magazine CoverRunway Magazine Eleonora de GrayRunway Magazine FranceRunway Magazine IssueRunway Magazine ItalyRunway Magazine LogoRunway Magazine OfficialRunway Magazine subscriptionRunway Magazine UKRunway Magazine USRunway Magazine USAStyle Magazinetrademark analysistrademark infringement

Post navigation

Previous Post Color Expertise – Trends 2023
Next Post Gucci x Adidas Exquisite Campaign
  • News
  • About RUNWAY MAGAZINE
  • RUNWAY Milestones 1995-2024 Global Influence
  • Runway Magazine First Metaverse Magazine
  • Runway Magazine Media Rights
  • Press Statement
  • Runway Magazine – Creating Immersive Luxury
  • RUNWAY MAGAZINE services
  • Editor-in-Chief of Runway Magazine
  • Podcast RUNWAY MAGAZINE
  • Runway Magazine Digital issues
  • FAQ
  • Contact Us
  • TERMS OF SERVICES
    • Conditions Générales d’Utilisation
  • PRIVACY POLICY
  • Cookie Policy

Runway Magazine Issues

Runway Magazine Cover Hermes Spring Summer 2024
Runway Magazine Cover Giorgio Armani Spring Summer 2024 Milan
Runway Magazine Cover Giorgio Armani Spring Summer 2024
Runway Magazine Cover Fendi Spring Summer 2024 Milan
Runway Magazine Cover Fendi Spring Summer 2024
Runway Magazine Cover Emporio Armani Spring Summer 2024 Milan
Runway April 2024 Cover Anne Hathaway
Runway Magazine Cover Emporio Armani Spring Summer 2024
Runway Magazine Cover Dior Spring Summer 2024
Runway Magazine Cover Fendi 2024
Runway Magazine Cover Chanel Spring Summer 2024 Paris
Runway Magazine Cover Chanel Spring Summer 2024
Runway Magazine Cover Tiffany 2024 2025
Runway Magazine Cover Louis Vuitton 2024 2025
Runway Magazine Cover Ralph Lauren 2024 2025
Runway Magazine Cover Haute Couture Chanel 2024 2025
Runway Magazine Cover Dior 2024 2025
Runway Magazine Cover Chanel Couture 2024
Runway Magazine Cover Chanel Couture 2024 2025
Runway Magazine Cover Chanel 2024 2025
Runway Magazine Cover Dior Couture 2024 2025
Kamala Harris The New Lady Liberty Runway Magazine 2024 cover story
Kamala Harris The New Lady Liberty Runway Magazine cover 2024
Runway Magazine Cover Ralph Lauren 2024
Runway Magazine Cover Armani Prive Spring Summer 2025
Runway Magazine Cover Chanel Spring Summer 2025
Runway Magazine Cover Chanel Spring Summer 2025 2
Runway Magazine Cover Fendi Fall Winter 2025 2026
Runway Magazine Cover Fendi Spring 2025
Runway Magazine Cover Giorgio Armani Fall Winter 2025 2026
Runway Magazine Cover Giorgio Armani Spring Summer 2025
Runway Magazine Cover Ariana Grande Spring Summer 2025 Printed Edition
SUBSCRIBE TO RUNWAY MAGAZINE 4
Loading
Wicked Oscars 2025 – Best Looks
Wicked Oscars 2025 – Best Looks
By Eleonora de Gray
Valentino Spring Summer 2025 Couture
Valentino Spring Summer 2025 Couture
By Eleonora de Gray
Dolce Gabbana Exhibition in Paris – From the Heart to the Hands
Dolce Gabbana Exhibition in Paris – From the Heart to the Hands
By Eleonora de Gray
Devil Wears Prada Musical Gala with Runway Magazine
Devil Wears Prada Musical Gala with Runway Magazine
By RUNWAY MAGAZINE
Celine Dion and Jennifer Lopez at The 1001 Seasons of Elie Saab
Celine Dion and Jennifer Lopez at The 1001 Seasons of Elie Saab
By Ana Topi
View all stories
  • Runway Magazine 2012 issue
  • Runway Magazine 2013 issue
  • Runway Magazine 2014 issue
  • Runway Magazine 2015 issue
  • Runway Magazine 2016 issue
  • Runway Magazine 2017 issue
  • Runway Magazine 2018 issue
  • Runway Magazine 2019 issue
  • Runway Magazine 2020 issue
  • Runway Magazine 2021 issue
  • Runway Magazine 2022 issue
  • Runway Magazine 2023 issue
  • Runway Magazine 2024 issue
  • Runway Magazine 2025 issue
  • RUNWAY WEB3
  • Runway Stories
  • RUNWAY PODCAST
  • Runway Videos
  • Contact Us
  • Subscribe
  • RUNWAY MAGAZINE ® on Facebook
  • RUNWAY MAGAZINE ® on Pinterest
  • RUNWAY MAGAZINE ® on Instagram
  • RUNWAY MAGAZINE ® on LinkedIn
  • RUNWAY MAGAZINE ® on Youtube
  • RUNWAY MAGAZINE ® on Vimeo

3770003953012_www_RUNWAYMAGAZINES_com GLOBAL LOCATION NUMBER

Proudly powered by RUNWAY | MAGAZINE
Translate »

SUBSCRIBE TO RUNWAY MAGAZINE 4

Wicked Oscars 2025 – Best Looks Valentino Spring Summer 2025 Couture Dolce Gabbana Exhibition in Paris – From the Heart to the Hands Devil Wears Prada Musical Gala with Runway Magazine Celine Dion and Jennifer Lopez at The 1001 Seasons of Elie Saab