IPOS Steps In to Support Aupen Amid Trademark Dispute with Target

The Intellectual Property Office of Singapore (IPOS) has stepped in to assist local fashion brand Aupen following a trademark dispute with American retailer Target. This development was announced on September 9, 2023, as Aupen faces opposition to its trademark application in the United States.

IPOS Engagement and Support for Aupen

In response to inquiries from CNA, IPOS confirmed it initiated contact with Aupen on September 1. During this meeting, IPOS provided the brand with crucial information regarding Singapore’s trademark registration and opposition processes. The office stated that it is not currently aware of any ongoing lawsuit related to the matter.

“IPOS explained to Aupen that our trademark application process includes a window for any parties to oppose the registration of a trademark,” the agency noted. Additionally, IPOS reassured Aupen that its existing trademark remains valid on the IPOS register and advised the company to seek independent legal counsel.

IPOS emphasized its commitment to maintaining a fair trademark registration regime, which ensures equal access for all businesses seeking protection in Singapore. This approach is part of a broader initiative to support local enterprises and family businesses in the region.

Aupen’s Current Challenges and Brand Recognition

Aupen, founded in 2022 by former national swimmer Nicholas Tan, has gained recognition for its unique asymmetrical leather handbags, which have been showcased by major celebrities such as Taylor Swift, Beyonce, and Kylie Jenner. Despite its popularity, the brand has reportedly issued layoff notices to its staff, and its current operational status remains unclear.

On August 26, Aupen posted a legal letter from Target on social media, asserting that the two brands share “nearly identical phonetic and visual similarities.” This letter highlights the potential for consumer confusion between Aupen and Target’s recently relaunched line of intimates and sleepwear, known as Auden.

Aupen’s website was found to have removed all products as of September 9. The ongoing trademark dispute raises questions about the brand’s future and market presence. Target, listed on the New York Stock Exchange, operates 1,981 stores across the United States, offering a wide range of general merchandise.

As this situation unfolds, CNA has reached out to the United States Patent and Trademark Office (USPTO) for additional comments, as well as to representatives from Target and legal firms involved with both brands.

IPOS remains dedicated to fostering a robust intellectual property environment in Singapore, regularly collaborating with organizations such as the Singapore Business Federation. Through initiatives like IP awareness programs and legal clinics, IPOS aims to bolster the capabilities of local businesses in navigating intellectual property challenges.