SummaryThe U.S. Supreme Court has officially declined to hear an appeal from Vetements, upholding lower court rulings that deny the brand federal trademark registration for its nameUnder the "doctrine of foreign equivalents," the court found the mark to be generic or merely descriptive because "vetements" translates directly to the English word for clothingThis decision reinforces a strict legal standard for international labels, confirming that foreign-language brands cannot secure U.S. trademarks if their name is a literal translation of the product they sellThe high-stakes legal battle over the branding of Vetements Group AG has reached a definitive end in the United States. On January 12, 2026, the U.S. Supreme Court declined to hear the luxury label's appeal, effectively upholding previous rulings that deny the brand federal trademark protection for its name. This decision reinforces the "doctrine of foreign equivalents," a legal framework that treats foreign words by their direct English translations during the registration process.The dispute centered on the fact that "vetements" is the literal French translation for "clothing." Under U.S. trademark law, a term that is generic or merely descriptive of the goods being sold—such as calling a clothing brand "Clothing"—cannot be monopolized as a trademark. While the fashion house argued that the vast majority of American consumers perceive the word as a unique brand name rather than a literal description, the U.S. Patent and Trademark Office (USPTO) and lower courts disagreed. They maintained that allowing the registration would unfairly prevent other competitors from using a common descriptive term.The Supreme Court’s refusal to intervene signals a major hurdle for international brands attempting to enter the U.S. market with foreign-language names. The ruling clarifies that linguistic obscurity does not bypass trademark scrutiny; if a name translates to the product itself, registration remains an uphill battle. For Vetements, the outcome means they must continue operating in the U.S. without the specific legal protections afforded by a federal trademark registration for their primary mark.Click here to view full gallery at Hypebeast