Chrome Hearts Takes Legal Action Against Shein For Copying Its Logos & Designs

Jewelry brand Chrome Hearts has recently made headlines by filing a lawsuit against fast-fashion behemoth Shein and its US subsidiaries Zoetop Business and US Shein Services. The allegations, submitted to the US District Court of Central California, include trademark infringement and unfair competition, shedding light on a contentious tangle of intellectual property.

Chrome Hearts asserts that Shein’s accessories bear markings that either mirror or closely resemble Chrome Hearts’ trademarked logos, including its Dagger, CH Plus, CH Cross, and Cemetery Cross Patch. Such claims give rise to concerns of potential consumer confusion, with Shein’s utilization of Chrome Hearts’ registered motifs potentially misleading customers.

Notably, Chrome Hearts insists that it never permitted Shein to employ its trademarks in any form. As a brand that has garnered over US$1 billion in sales through products adorned with its registered marks, Chrome Hearts is no stranger to safeguarding its intellectual property. This includes multiple lawsuits against other companies for trademark infringement, such as Target, Walmart, JCPenney, Fashion Nova, and Guess.

The crux of the lawsuit against Shein aims to halt the production and sale of products featuring Chrome Hearts’ registered marks. Additionally, it seeks damages of up to US$2 million for each infringement on its trademarks, a measure indicative of the gravity of the allegations.

According to Footwear News, a statement from Shein noted that it takes all allegations seriously and that it is not in its business model to infringe on anyone’s valid intellectual property.

It’s worth noting that Shein has found itself in the legal spotlight many times before, facing similar lawsuits tied to copyright infringement and design theft. These legal entanglements have involved established brands like H&M.

[via Footwear News and The Fashion Law, images via various sources]