Shoemaker seeing red.
If you’re like me, teetering around on 3.5-inch stiletto heels, and you love fashion, you undoubtedly are aware of – or maybe are even fortunate enough to own – Christian Louboutin shoes.
As of late, Mr. Louboutin is causing a stir – not with his attention-grabbing styles – but with his claim on Pantone 18.1663TP, Class 25.
If you’re not familiar with Pantone 18.1663TP, Class 25, simply look at the bottom of any of his shoes, and you’ll immediately get the idea. The brand, founded in 1991, began using the now-famous red on the soles of his shoes in 1992.
Louboutin has recently called out other shoe designers, whether they reign in high-end, or Wal-Mart-worthy design houses, who have been caught red-handed using similar colors on the soles of their shoes, saying that their use of red is damaging the Louboutin brand.
According to Michael Shaw, a patent attorney with London-based intellectual-property firm Marks & Clerk, brands have been able to legally trademark colors since 1996. But Louboutin, along with his army of attorneys I’m sure, only requested a trademark for his signature red lacquer in 2008.
Now it’s up to Mr. Louboutin’s team to prove that these shoes are more than just a fashion statement. The color has come to symbolize a kind of power – those in the know understand that the bright red sole signifies a successful, deep-pocketed consumer capable of supporting this expensive habit. (Personally, I equate it with the female version of a power suit.)
But, beyond the fact that I can now go out and buy knock-off Louboutins, it’s concerning that a high-fashion brand is losing its value, and our vast rainbow of colors may be slowly but surely taken over and owned by brands eager to define themselves by a specific color. Not that this is a brand new issue; some examples such as the Tiffany’s light blue box, or even the iconic Burberry plaid illustrate the fact that colors really are a part of a brand’s identity.
So, what happens when brands have trademarked all the colors? Will I be risking a lawsuit wearing my favorite nail polish color when it’s owned by someone else?
Tagged with branding, design, Louboutin, shoes