Shein loses UK bid for 'Icon' trademark as IP authority backs Dsquared2 - MLex

By Douglas Clarke-Williams ( August 18, 2026, 13:54 GMT | Insight) -- E-commerce platform Shein’s application to trademark its new “Shein Icon” brand has been rejected by the UK Intellectual Property Office after Dsquared2 successfully opposed it on the grounds that it was too similar to its own “Icon” trademark.Fast-fashion platform Shein has failed in its attempt to trademark its new “Shein Icon” brand after the UK Intellectual Property Office upheld opposition by clothing brand Dsquared2....