Chrome Hearts vs. Shein: Trademark Infringement in the Fast-Fashion Industry

Аashion trends change at the speed of light, offering affordable and accessible clothing and accessories to consumers worldwide. However, the convenience and affordability of fast fashion come at a price for many luxury brands, who often find themselves battling issues like trademark infringement. One such legal battle has recently come into the spotlight, as the renowned luxury label Chrome Hearts takes on fast-fashion giant Shein. Chrome Hearts has filed a lawsuit, accusing Shein of trademark infringement and unfair competition, claiming that this has resulted in significant financial and reputational harm.


Igor Demcak

Details of the case

Chrome Hearts, a Los Angeles-based luxury brand known for its unique and edgy designs, has filed a lawsuit against Shein's U.S. subsidiaries, Zoetop Business and Shein US Services. The lawsuit, filed in the U.S. District Court for the Central District of California, alleges that Shein engaged in the "manufacture, production, marketing, distribution, advertisement, offering for sale, and/or sale" of accessories that bear markings that are "identical with, substantially indistinguishable from, or confusingly similar" to Chrome Hearts' federally registered trademarks. Some of Chrome Hearts' well-known trademarks include the Cemetery Cross Patch, the CH Plus, and the Dagger Design.

Chrome Hearts claims that Shein intentionally misled consumers by creating products featuring its registered motifs and that it never granted permission to Shein for their use. The complaint filed by Chrome Hearts states, "Chrome Hearts purchased and inspected the accused products and confirmed they did not originate from Chrome Hearts or contain authentic Chrome Hearts marks." It further alleges that Shein used Chrome Hearts' marks without any form of authorization.

In its legal action, Chrome Hearts aims to stop Shein's manufacturing and selling of products that bear its registered marks and seeks the recall of any remaining products in the market. Additionally, the luxury brand is seeking damages of up to $2 million USD for each instance of trademark infringement.

Chrome Hearts' lawsuit against Shein is not an isolated case. In July, three independent artists in California sued the company for copyright infringement, alleging that Shein used their designs without permission. Shortly after, H&M joined the battle, accusing Shein of similar copyright infringement.

Trademark Infringement in the Fast-Fashion Industry

Trademark infringement in the fast-fashion industry is a persistent and contentious issue. Fast-fashion brands often seek inspiration from high-end designers and luxury labels, blurring the lines between imitation and innovation. They have mastered the art of rapid production and distribution. This agility allows them to bring new designs to market within weeks, making it difficult for luxury brands to protect their intellectual property in a timely manner. This copycat culture can lead to trademark infringement and dilution of the original brand's identity.

The rise of e-commerce and online marketplaces has further complicated the issue of trademark infringement. Counterfeit products and imitation designs are readily available on the internet, making it even harder to control and regulate. Trademark infringement can result in consumer confusion, as shoppers may mistake imitation products for genuine luxury items. This can harm the reputation of luxury brands and erode their brand value.

Luxury brands like Chrome Hearts are taking a firm stance to protect their trademarks and maintain the integrity of their brand identity. However, as the fast-fashion industry continues to evolve and expand, finding effective ways to combat trademark infringement remains a significant challenge.

Igor Demcak
Igor Demcak

Trademark Attorney

Founder & CEO of Trama

7 year experience in IP protection

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