It’s only a matter of weeks since fast fashion operator Missguided was ordered to pay $2.8 million to Kim Kardashian for trade mark infringement and Dr. Martens has now launched a claim against the Boohoo Group (which includes Boohoo, Nasty Gal and Pretty Little Thing).

There’s nothing new about the fact that the fast fashion world operates by replicating pre-existing and trending designs. But the rise of e-commerce and the increased accessibility of global manufacturers has caused the fast fashion industry to explode over the last few years.

Brand owners aren’t taking matters lying down. Dr. Martens' claim and the action taken by Kim Kardashian as well as Vans’ recently issued claim against Primark in New York all show the desire of brand owners to protect the value of their creativity.