Cycling Brand ASSOS Takes Asos to Court Over Trademark Dispute
Swiss cycling apparel brand ASSOS has filed a legal claim against online fashion retailer Asos in the English High Court, alleging a breach of contract.
The action, filed last Friday, names Asos Plc, Asos.com and Asos France as defendants. ASSOS, known for its high-quality cycling gear and the motto "equipment not clothing," instructed London-based law firm Fladgate to pursue the claim.
The lawsuit comes nearly a decade after a previous trademark dispute between the two parties. In 2016, Asos reached a settlement with ASSOS and German menswear retailer Anson's Herrenhaus over alleged trademark infringement. The settlement involved a £20.2 million cash payment and restricted Asos from selling cycling wear and opening shops in Germany.
While the reasons behind ASSOS's latest legal action remain unclear, the past dispute suggests a potential ongoing conflict over intellectual property.
ASSOS, owned by New York private equity firm TZP Group since 2015, has a flagship store in London's St James's Market. The brand's commitment to high-quality cycling gear has earned it a reputation among serious cyclists, setting it apart from fast-fashion retailers like Asos.
Neither ASSOS nor Asos has commented publicly on the lawsuit. However, the legal action highlights the ongoing challenges for brands in protecting their trademarks in the face of a rapidly evolving retail landscape.
This development comes as Asos faces other challenges, including widening losses and a need to demonstrate growth to investors. Whether the latest legal dispute with ASSOS adds another layer of complexity to Asos's situation remains to be seen.
