Upcycling is the process of transforming waste materials into new products of higher quality or value. This trend has been growing in popularity in recent years, and it is now estimated that resale could account for 20% of a luxury company’s revenue by 2030.
According to Vogue magazine, upcycling was the biggest fashion trend of spring/summer 2021. As of June 2023, the hashtag #upcycle has over 6.2 million posts on Instagram alone.
For brand and trademark owners, upcycling can raise legal concerns. For example, if a company uses a trademarked brand name on an upcycled product without the permission of the trademark owner, this could be considered Trademark Infringement.
Official collaboration is the first choice to avoid legal disputes in the future.
However, there are some exceptions to this rule. For example, in the United States, trademark owners cannot prevent the use of their trademarks on upcycled products if the use is “noncommercial and non-confusing.” This means that the use of the trademark cannot be used to sell the product or to imply that the product is endorsed by the trademark owner.
In addition, trademark owners may be able to prevent the use of their trademarks on upcycled products if the use is likely to dilute the trademark. Dilution occurs when the use of a trademark weakens the distinctiveness or reputation of the trademark.
Overall, the legal implications of upcycling for brand and trademark owners are complex. However, by understanding the law, trademark owners can protect their brands and trademarks while still supporting the upcycling movement.
Should you have any questions about Trademark Infringement in Indonesia, please contact us at [email protected].
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