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GUCCI vs CUGGL

GUCCI vs CUGGL
At first glance, Gucci and Cuggl may seem worlds apart in terms of brand image and copyright. Gucci is a prestigious Italian luxury brand with a global reputation, while Cuggl is a small Japanese fashion start-up known for parodying high-end brands. Their apparent lack of connection is challenged when you notice the Cuggl logo on a t-shirt, where the bottom half of the logo is cleverly obscured, making it resemble Gucci.

GUCCI vs. CUGGL
Gucci has alleged that Cuggl’s mark was created with malicious intent to exploit Gucci’s goodwill, arguing that the design’s pink paint makes the text resemble “GUCCI.” However, Mr. Kurokawa’s t-shirts obscure over half of the text, so only part of the term is visible. Cuggl, pronounced ‘kyuguru’ in Japanese, is not alone in its parody efforts. The brand also mocks Puma, adidas, Nike, Prada, and Balenciaga, incorporating playful twists on their logos. Gucci is therefore among many luxury brands subject to Kurokawa’s humorous take on high-end logos.

Does Fashion Need Parody?
Parody offers a critique of consumerism and luxury. While luxury brands often drive revenue through simple logo t-shirts—basic cotton tees adorned with high price tags—the humor and subversion of brands like Cuggl provide commentary on these practices. Fashion houses, however, are highly protective of their trademarks and potential revenue losses. When Gucci and Balenciaga engaged in a high-profile brand hack last year, they were quick to resort to litigation when the prank turned on them. Luxury brands wield substantial marketing influence across print, billboards, social media, and celebrity endorsements. They project an image of exclusivity, yet brands like Cuggl challenge this image by subverting their logos. Despite enjoying extensive global reach and free speech, luxury houses are often less receptive to the reversal of their brand identity, leading to potential legal actions against parodists. This tension highlights the broader conversation about intellectual property and brand power, as discussed in the report *The Luxury Economy and Intellectual Property: Critical Reflections*.
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