Chrome Hearts Sues Shein for Trademark Infringement
Alleging that the fast-fashion company intentionally “misled” consumers by manufacturing products with its registered marks.
Chrome Hearts has filed a lawsuit against Shein, accusing the fast-fashion giant of trademark infringement and unfair competition, which it alleges has resulted in financial and reputational harm.
In a complaint filed in the U.S. District Court for the Central District of California last week, the Los Angeles-based luxury label sued Shein’s U.S. subsidiaries (Zoetop Business and Shein US Services) for the “manufacture, production, marketing, distribution, advertisement, offering for sale and/or sale” of accessories that include markings that are “identical with, substantially indistinguishable from or confusingly similar” to Chrome Hearts’ trademarked logos. The brand’s federally registered marks include the Cemetery Cross Patch, the CH Plus and the Dagger Design.
Chrome Hearts stated that Shein intentionally “misled” consumers by creating products with its registered motifs and that it did not give the company “any form” of permission to use them.
“Chrome Hearts purchased and inspected the accused products and confirmed they did not originate from Chrome Hearts or contain authentic Chrome Hearts marks,” the complaint stated. “Defendants [Shein] used the Chrome Hearts marks on the accused products without Chrome Hearts’ permission.”
The plaintiff, which has sold more than $1 billion USD worth of products bearing one or more of its registered marks, has issued upwards of 100 lawsuits against other companies, including Fashion Nove, Guess, JC Penney, Target and Walmart, for infringing on its trademarks.
With this lawsuit, Chrome Hearts looks to halt Shein’s manufacturing and selling of products bearing its registered marks and recall the remaining products. Additionally, the company is seeking up to $2 million USD in damages, for each trademarked infringement.
Chrome Hearts’ filing is only the latest to hit Shein this year. In July, three independent artists in California sued the company for copyright infringement, and shortly after, H&M took the brand to court over the same complaint. GCDS also called out the brand in May for stealing its Morso Heel design.
Elsewhere, Kylie Jenner fronted Acne Studios’ FW23 denim campaign.
