To be exact, counsel for Chrome Hearts alleges in the newly-filed suit that MNML LOS ANGELES is on the hook for adorning its jeans with one of Chrome Hearts’ “most iconic and well recognized trademarks” in an effort to confuse consumers as to the source of its allegedly infringing wares.Īccording to the trademark infringement and unfair competition complaint that it filed in a California federal court on Wednesday, Chrome Hearts sets the stage by asserting that its “cross” trademark – which it began using in the late 1980s – has become synonymous with its brand. Since setting up shop in 1988, Chrome Hearts says that it has “devoted substantial time, effort, and money to designing, developing, advertising, promoting, and marketing its products, and spends on average over $1 million per year on advertising, promoting, and marketing brand.”Īs a result, it “has sold over a billion dollars’ worth of clothing, all bearing one or more of trademarks,” and those very marks, including the “cross” mark, “have achieved widespread acceptance and recognition amongst the consuming public” throughout the U.S. The Los Angeles-based brand has filed a new lawsuit accusing a fast fashion streetwear brand of offering up a cut-and-paste replica of one of its hot-selling styles of jeans. Chrome Hearts is not letting the coronavirus stand in the way of its enforcement efforts.
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