GUCCI v. CUGGL — Anti-Status as a Status

I don’t know why, but something about this story intrigued me. Maybe it was the sheer audacity of it? I’m not a fan of counterfeits, or fucking with other people’s IP, but this was pretty clever — a Japanese company trolled GUCCI and won.

Last year, Nobuaki Kurokawa was granted a trademark in Japan for the brand name CUGGL:

As of July 2022, the Japan Patent office dismissed a claim by the house of Gucci against the trademark. Fast Company ran an in-depth story on it: Is that shirt a Gucci . . . or a Cuggl?

Maybe there’s a bit of Schadenfreude going on here, but well played Kurokawa. Though I should try to be mindful of my anti-status bias, lest anti-status becomes a status. Heaven forbid.

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