ASOS is one of the most well known fashion brands in the world, however lesser known cycling clothing company ASSOS is challenging the use of the similar name by ASOS.
It is quite unfortunate for ASSOS in that they are a premium brand name for clothing however are overshadowed by ASOS (which stands for As seen on screen) who have grown from virtually nothing to one of the biggest brands in the world.
ASSOS is now taking ASOS to court over trademark infringements and claiming that ASOS is using it’s logo design and similarities in business areas such as clothing and footwear. ASSOS claims that the two companies were confusingly similar causing harm to the ASSOS business.
Evidence was presented however, that showed people who complained to ASSOS believing they were ASOS were not confused by the two brands but instead, realised that they contacted the wrong company.