The Aussie retailer taking on a global fast fashion giant.
Australian online retailer The Iconic has filed a lawsuit against fast fashion giant Shein, alleging trademark infringement over its in-house clothing brand, Dazie.
Since launching Dazie in January 2018, The Iconic has built the label into a popular fashion line.
In 2022, the retailer issued a trademark infringement notice to Shein, accusing the Chinese fashion giant of selling clothing under the similar-sounding brand name “Dazy” to Australian customers. 
“The Dazy trademark is substantially identical or substantially similar to the Dazie trademark.”
The Iconic legal representation Bird & Bird
After receiving the notice, Shein’s lawyers issued a letter on October 7, 2022, indicating the company would cease selling Dazy-branded items in Australia.
However, The Iconic alleges that Shein continued selling Dazy-branded clothing as recently as August 21, 2023, causing financial loss and damage.
The Australian retailer acknowledge the trademark was related to the name and not the clothing items, and that legal proceedings had commended.
“Due to the matter being an ongoing case, we will not be commenting further.”
The Iconic spokesperson
In response, Shein announced its intention to investigate claims and defend itself.
“We will be defending ourselves against The Iconic’s claims but will not be commenting further as the matter is before the courts.”
Shein spokesperson
Shein, founded in China in 2008, has faced several legal battles and public criticisms over alleged copyright infringement and ethical concerns, including calls for US investigations into alleged forced labor practices and claims from independent designers of “industrial-scale scheme of systematic, digital copyright infringement.”
Despite these controversies, Shein has become the world’s largest fashion retailer, generating nearly $1 billion in sales in Australia alone.
