Streetwear brand MLGB lost its trademark on Monday after a Beijing IP court ruled that the name endangers “socialist morality,” or mainstream values. Four lawyers allegedly approached the state watchdog in 2015, seeking the annulment of Chinese TV presenter Li Chen and Taiwanese singer Wilber Pan’s MLGB trademark due to being seen as a Latin abbreviation of a vulgar Chinese expression.
The state administration for industry and commerce, trademark review and adjudication board in China annulled the trademark in November 2016; but Junke Trade Co., the company behind the brand, responded with two lawsuits challenging the decision, arguing that MLGB actually stands for “My Life Is Getting Better” and not the offensive expression.
However, the Beijing intellectual property court upheld its original judgment, ruling on 4 March that the trademark “may endanger the socialist morality.” and it may no longer be used.
Despite the MLGB name longer being allowed in China, the owners have various other streetwear brands in China, such as the brand NPC, or New Project Center; although this could also potentially cause trouble, being that it also stands for National People’s Congress.