Vetements takes trademark fight to US Supreme Court

French fashion brand Vetements has turned to the US Supreme Court with a request to review a trademark case. The company is challenging a decision by a lower court that rejected its trademark application for the name _Vetements_.

At the crux of the issue is the question of whether the brand name_ which means _clothing_ in French_ can be trademarked in the US. The company argues the legal system is wrong to rely on the English translation of a foreign word to determine if it can be trademarked.

Vetements_ initial application was denied by the US trademark office because the word was considered too generic for a clothing brand. A US appeals court agreed with the ruling_ determining that enough Americans would understand the word_s French meaning.

In response_ Vetements says that judging a non-English trademark by its translation is unfair and doesn_t reflect how consumers actually perceive the brand. The company believes a brand name should be judged on its own merit_ not just its literal translation.

The brand also points out that different courts in the US have conflicting views on the issue_ making the case suitable for the Supreme Court to clarify. By taking up the case_ the Supreme Court could establish a clear rule for how foreign words are handled in US trademark law.