The ‘BOSS’ in the Metaverse: Hugo Boss Files Trademark Application for Virtual Goods

Leading German fashion brand Hugo Boss has filed a trademark application for ‘BOSS’ to offer virtual goods like clothing, footwear, and watches in the metaverse.
Image source: hugoboss.com

Quick take:

  • Mid-luxury fashion brand Hugo Boss is coming to the metaverse.
  • The Metzingen, Germany based footwear and apparel company has filed a trademark application for ‘BOSS’.
  • It plans to offer virtual goods in the metaverse including clothing, footwear, and watches.

The German luxury brand Hugo Boss has filed a trademark application for “BOSS” to offer virtual goods in the metaverse. BOSS is the latest brand to file a trademark for virtual products amid the metaverse craze.

According to the filing, the Metzingen, Germany based footwear and apparel company wants to offer clothing, footwear and watches to the residents of the metaverse. The likes of Nike, Under Armour, and Puma have also filed various trademarks to secure their brands in the immersive space.

Reporting the filing on Twitter, US intellectual Property Attorney Josh Gerben wrote, “need to look fly in the metaverse? Hugo Boss has got you covered.”

The filing also covers eyewear and fashion accessories including perfumes and cosmetics. BOSS will also provide household products like textiles, linen, utensils, fragrances and utensils.

The inclusion of downloadable virtual goods may also signal potential NFT drops

Although several brands have filed trademarks to offer various products in the metaverse, very few have launched their virtual goods.

This has created a debate about whether mainstream companies are filing trademark applications with a view to rolling out virtual goods, or they are doing it for purposes of protecting their brands.

In our legal round-up with some of the leading intellectual property attorneys, we established that although some companies may act on their trademark applications and launch virtual goods in the metaverse, it is imperative for those that have no interest in the world’s most popular buzzword to protect their brands against trademark infringements.

Earlier this month, Nike sued rival StockX after the Sneaker company for launching “Vault NFTs”. The global sportswear and apparel giant claimed the NFTs were based on its sneakers.

In the six months ending January 2022, US trademark applications rocketed 500% as brands moved quickly to file speculative metaverse trademarks after Facebook rebranded to Meta. 

The report also established that brands are filing 15 trademark applications per day this year.

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