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A step-by-step guide to protecting your fashion brand through UK trademark registration, covering the right classes, realistic costs, and pitfalls specific to the clothing industry.
Fashion is one of the most imitated industries in the world. Fast fashion operators, marketplace sellers on Amazon and eBay, and overseas manufacturers routinely copy successful brand names, sometimes within weeks of a brand gaining traction on social media.
Without a registered trademark, you have very limited legal recourse. You could attempt a passing off claim, but these are expensive, slow, and require you to prove established goodwill. A registered trademark gives you an immediate, enforceable right from the date of application. It also lets you file takedown requests on platforms like Amazon, Instagram, and TikTok Shop with far greater success.
Several well-known UK fashion brands have faced costly disputes because they delayed filing. The earlier you register, the stronger your position. Filing costs £205 for one class; a brand dispute can cost £10,000+ in legal fees before it even reaches a hearing.
The Nice Classification system divides all goods and services into 45 classes. Clothing brands typically need between two and three of these.
This is the core class for any fashion brand. It covers garments of all types, shoes, boots, trainers, hats, caps, and scarves. If you sell any wearable item, you need Class 25. Your goods specification should be specific to what you actually sell or plan to sell within the next five years. Filing for "clothing" broadly is acceptable, but be prepared for the IPO to request narrowing if your mark faces opposition.
If you operate an online shop, a physical store, or sell through third-party platforms under your own brand, Class 35 protects your retail services. The specification would typically read something like "retail services connected with the sale of clothing, footwear and fashion accessories". This class is increasingly important for direct-to-consumer fashion brands.
If your brand extends to handbags, backpacks, wallets, belts (made of leather or imitation leather), or umbrellas, you need Class 18. Many fashion brands expand into accessories, so filing this class from the outset avoids having to file a second application later.
Most fashion brands should prioritise a word mark registration of their brand name. A word mark protects the name itself, regardless of font, colour, or styling. This means whether you print it in serif, sans-serif, or hand-drawn script on your labels, the protection applies.
If your logo is distinctive and a significant part of your brand identity (not just your name in a particular font), consider filing it as a separate application. Filing a combined word-and-logo mark is possible, but it only protects that specific combination, which limits your enforcement options.
Taglines can also be registered if they are distinctive. Generic slogans like "Quality Fashion" will be refused. Something more creative and specific to your brand has a better chance.
Before spending £205+, check whether your chosen brand name is already registered or too similar to an existing mark. Use our free trademark search to scan UK IPO, EUIPO, and USPTO records. Pay particular attention to marks in Classes 25, 35, and 18.
Fashion has an enormous number of registered marks. Common words, place names, and trendy terms are often already taken. Finding this out before you print labels and build a website saves considerable expense.
List the specific goods you sell or intend to sell. The UK IPO uses the TMclass database for pre-approved terms. For a typical clothing brand, your Class 25 specification might include: "Clothing; footwear; headwear; t-shirts; hoodies; sweatshirts; trousers; jackets; coats; dresses; skirts; sportswear; swimwear."
Be specific but comprehensive. You can only enforce your mark against goods covered by your registration.
The online application takes roughly 30 minutes. You will need your brand name (or logo file), your goods specification for each class, and your payment details. Filing online costs £205 for the first class; postal applications cost £200.
The IPO examines your application within two to three weeks. If accepted, it is published in the Trade Marks Journal for a two-month opposition period. If nobody opposes, you receive your registration certificate. The entire process from filing to registration typically takes around four months.
Fashion brands often sell across borders from day one, particularly through e-commerce. A UK registration does not protect you in the EU or anywhere else.
An EUTM covers all 27 EU member states with a single application filed through EUIPO. The base fee is €850 for one class. If you sell to EU customers, this is essential protection, particularly post-Brexit since UK marks no longer cover EU territory.
For broader international coverage, the Madrid Protocol lets you file a single international application through WIPO, designating multiple countries. This is cost-effective if you are targeting three or more territories beyond the UK and EU. Your UK registration (or application) serves as the "base mark" for a Madrid filing.
| Protection | What it covers | Relevance to fashion |
|---|---|---|
| Trademark | Brand name, logo, tagline | Essential for any fashion brand |
| Design right | Visual appearance of a product | Protects garment designs, patterns, prints |
| Copyright | Original artistic works | Automatic protection for original prints and graphics |
| Patent | Inventions and processes | Rarely relevant unless you have innovative fabric tech |
For a fuller comparison, see our guide to trademarks vs copyright vs patents.
The UK IPO charges £205 for one class filed online. Most clothing brands need two or three classes (Class 25 for garments, Class 35 for retail services, and sometimes Class 18 for bags and accessories), bringing the total to roughly £265–£325. Each additional class costs £60.
Class 25 covers clothing, footwear, and headgear. If you also sell bags or leather goods, you need Class 18. If you operate a retail store or e-commerce shop, Class 35 covers retail services.
It depends on context. A common word used in a distinctive way for clothing can be registered (think 'Apple' for electronics). However, purely descriptive terms like 'Luxury Wear' or 'Premium Cotton' will almost certainly be refused under Section 3(1)(c) of the Trade Marks Act 1994.
Approximately four months if there are no objections or oppositions. The IPO examines within two to three weeks, then the mark is published for a two-month opposition period before registration.
File the word mark first. A word mark protects the name in any font, colour, or style. If your logo is distinctive and central to your branding, file it as a separate application. Filing both as a single combined mark limits your protection to that specific combination.