In typical uproarious fashion, streetwear pioneer and brand founder Erik Brunetti and his FUCT imprint have won their Supreme Court trademark case, allowing the designer to trademark the head-turning name of his nearly 30-year-old brand. The court had previously ruled against the trademark in 2011 because of the name of the imprint, which could be could be viewed as “immoral” or “scandalous.” However, Brunett received a second chance in 2017 after the Supreme Court deemed the Lanham Act’s Disparagement Clause to be unconstitutional, with the U.S. Court of Appeals for the Federal Circuit upholding FUCT’s trademark status as protected under the first amendment. Now after a long-seated battle, the notorious imprint has successfully won the case in a six-to-three vote.
Attorney for Brunetti, John R. Sommer, shared that “the question is whether any government gets to impose it’s about views about what is moral and suppress those it finds distasteful. That is a road that we, as Americans, should not go down.” He continued in sharing that “the decision today was joined by bothering liberal and conservative justices because they recognize the broader principle at stake: the freedom to express one’s viewpoint even if considered immoral by some.” Brunetti’s Supreme Court case regarding his FUCT imprint is one of significance for many streetwear purveyors, especially brand’s like Jason Dill’s Fucking Awesome, who now have an ability to trademark their work.
If you’re interested in reading the full court document released on June 24, you can do so here.
For more related news, Erik Brunetti recently sat down to chat the origins of FUCT.