French luxury brand Hermes has lost a long running trademark lawsuit case against Guangdong-based menswear maker Dafeng Garment Factory.

China’s Trademark Appeal Board trashed the case and refused to cancel a trademark ‘Ai Ma Shi’ which means ‘officials who love horses’ which is what Hermes is famous for. Hermes has pursued the case since 1997 as it said it may mislead buyers.

The board said that the trademark has been approved under legal procedures. Moreover, Hermes, according to the board, did not show any evidence proving that the trademark was illegally acquired.

Hermes has not yet commented on the issue.

Hermes is not the only international brand that had been involved in a trademark dispute. Basketball icon Michael Jordan is suing a Chinese sportswear company for unauthorised use of his name.

The reverse happened to Apple which was sued by a Chinese company which claims that iPad trademark is their own. Apple has won the latest round of that stoush with the court last week upholding its right to sell the iPad in China. 

GB