When does a brand acquire distinctiveness?

“Testing how the garment fits, testing how comfortable it is to wear and testing how well the fabric holds up in the long term are all things that Shein and the like skip to churn out clothes at the rate that they do. Sweatshops and slave labour allow them to sell the garments for the prices that they do. We do things differently” Read the full story of Vanessa Jones, the founder of Sl’eau, another inspiring brand protected by Trama that brings quality and craftsmanship back to the fashion industry.

Brands tend to evolve and undergo numerous changes over time. Many companies have changed their names to cater to a larger audience, either by altering their original logos for a more modern look or abandoning controversial words in their slogans. As the company expands beyond its planned offerings of goods and services or decides to take a different direction altogether, usually what follows are certain changes or even complete rebranding. A common question is then: can trademarks change over time? Well, it depends.

What happens when an internationally well-known luxury fashion house goes against a small family-owned Welsh brewery? As it turns out, a lot of unexpected things.