Stella McCartney has been granted approval to register its term
“Fur-Free Fur” as a trademark for the brand.
The vegetarian luxury brand has been using the term Fur Free Fur
since its launch in 2001 to label its high-end faux fur material,
which it describes as a “no compromise, modern statement that
demonstrates what the future of fashion looks like today.” McCartney’s
Fur Free Fur items are typically made using a blend of sustainable
materials such as modacrylic, cotton or polyester.
The brand won an appeal over the term, meaning it can now register
“Fur-Free Fur” as a trademark for its imitation-fur items. This appeal
reverses an earlier decision by the U.S. Patent and Trademark Office,
which had said that the application for “Fur-Free Fur” was not
descriptive enough to warrant a trademark.
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Now, after two years of fighting for the term, Stella McCartney can
now file to register its “Fur-Free Fur” term as a trademark.