“Rapid brand growth has led to a swell of demand for counterfeits”: how Superdry meets the challenge head on

James Sweeting, senior IP counsel for Superdry – winner of the 2018 WTR industry award for Fashion, Cosmetics and Luxury Goods Team of the Year – reveals how the company approaches rights management and enforcement.


Established just 15 years ago, Superdry has enjoyed a meteoric rise to become one of the world’s best-known fashion brands. Thanks to the efforts of its seven-person brand rights team (largely based in the company’s UK headquarters), its IP portfolio has also developed rapidly in recent years and continues to grow with the business – now boasting roughly 2,000 registered trademarks and 500 registered design rights worldwide.

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