Hugo Boss has found itself in the press again for defending its trade mark rights in HUGO BOSS.

It appears that Hugo Boss is not happy with use of 'Be Boss, Be Kind' in respect of clothing and has sought to rely on its registered rights. However, the producer of 'Be Boss, Be Kind' is fighting back arguing that 'boss' has a meaning in Liverpool (slang for 'great'), the slogan originates from an online class where the intention was to end on a positive note and the stylisation is different, so there could be no confusion. Hugo Boss has confirmed that the parties are in discussion and looking to settle amicably.

Without assessing the merits of the case, this highlights another issue that many trade mark attorneys are now facing - the risk of bad press. This is clearly a sensitive issue for many clients, and those receiving such letters, so requires significant consideration and brand strategy planning.

If you require any advice regarding reputational damage, risk or management, please get in touch.