Vetements Takes Trademark Battle to U.S. Supreme Court

French fashion house Vetements has asked the U.S. Supreme Court to review a trademark dispute over its name, after lower courts rejected its application. The U.S. Patent and Trademark Office had previously denied the request, ruling that “Vetements” — which translates to “clothing” in French — was too generic to be trademarked for a fashion brand. A federal appeals court upheld that decision, finding that enough Americans would recognize the French meaning.

Vetements argues the rulings are unfair, contending that trademarks should not be judged solely on the literal English translation of a foreign word. The company insists that U.S. consumers perceive “Vetements” as a distinct brand identity, not just the generic term for clothing, and that applying translation-based tests misrepresents how people actually experience the brand.

The label further highlights inconsistencies among U.S. courts on how foreign terms are treated under trademark law, suggesting the issue is ripe for Supreme Court clarification. A ruling in Vetements’ favor could set an important precedent for global fashion brands seeking trademark protection in the U.S.

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