Popular fashion company Lacoste has furthered its outreach into the metaverse by filing applications for related trademarks for its new Champs-Elysees line of apparel, jewelry, and luggage, which was launched back in July 2022 as a brand compatible with the cryptocurrency sector.
Specifically, the clothing brand’s filings with the United States Patent and Trademark Office (USPTO) from February 17 were revealed in a tweet published by non-fungible token (NFT) and metaverse-licensed trademark attorney Michael Kondoudis on February 22.
According to the information shared by the attorney, the trademark filings cover NFTs, crypto transaction software, virtual clothing, footwear, eyewear, sports gear, stores for virtual goods, extended reality virtual environments, advertising, education, and the provision of virtual real estate services.
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Metaverse and famous brands
Notably, the fashion industry’s love affair with blockchain, the technology underlying the metaverse and cryptocurrencies, has quite a history, ranging from luxury watchmakers like Tag Heuer and Hublot accepting crypto for purchases to other watchmakers and fashion brands filing for NFT and metaverse trademarks, including Yves Saint Laurent, Hermès, Victoria’s Secret, and Rolex.
Meanwhile, major companies across other industries are jumping on the crypto trademarking bandwagon themselves, including payment giant Visa (NYSE: V), motor racing company Formula One, multinational automotive corporation Mercedes-Benz, American banking giant JPMorgan (NYSE: JPM), global Whisky brand Jack Daniels, football clubs Barcelona and Real Madrid, singer Celine Dion, and many more, as Finbold has reported.
Although the rate of new trademark applications for NFTs and related goods and services has continued to slow since March, the year 2022 has recorded 7,746 such applications, which is 260% more than the year before, while the metaverse trademark applications in 2022 amounted to 5,850, up 200% compared to 2021, according to Kondoudis.
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