The global fashion emporium Gucci has lost its bid to register its trademark in Sweden. Its emblem - two Gs face to face - is already owned by a firm in Gothenburg.
The Gucci emblem, a monogram winding the two opposite Gs, is world famous and registered as a trademark worldwide.
But the Swedish Court of Patent Appeals (PBR) on Thursday rejected Gucci's application to protect its trademark in Sweden.
The court confirmed a decision by the Patent and Registration Office (PRV) which ruled that the two G symbol, albeit followed by the Swedish word Sömnadsindustri (lit: dressmakers), was already owned by a firm registered in Västra Frölunda, a suburb of Gothenburg.
Gucci had argued to the court it was one of the world's largest fashion concerns and underlined that its trademark was a monogram, arguments that held no sway with the Swedish court.
The court ruled that regardless of how Gucci design their trademark it clashes with the GG that is already protected.
Gucci, one of the world's most pirated brands, will therefore remain without trademark protection in Sweden.
When The Local contacted the owner of the small Swedish firm, Gun Gabrielsson, on Friday she appeared to take the trademark decision in her stride.
"We are very busy at the moment. I do not have anything to say at all on the subject".
