Abercrombie & Fitch Sues Surf Style Over Logo

Industry News

The legal battle between Abercrombie & Fitch and Surf Style, centers on a flying seagull logo on Surf Style clothes that Abercrombie says is too similar to one used by its Hollister clothing chain, which has over 500 stores. Surf Style is a beachwear shop with 24 locations.

Saying Surf Style is infringing on its "distinctive and famous" seagull logo, Abercrombie filed the complaint because it could cause "irreparable harm to the company's reputation by associating its image with products that are 'cheap, inexpensive and inferior in quality.'"

Abercrombie is seeking a cash settlement and undisclosed damages and asking that Surf Style be barred from using the gull. Abercrombie said in the lawsuit it sent a cease-and-desist letter to Surf Style last May and that the chain agreed to quit selling the allegedly offending merchandise by September, but didn’t actually stop using it.

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