Chippendales - Cuff and Collar
In 2000 Chippendales, the male, exotic dancing service, filed to register a trademark for their dancers’ “uniforms,” which consist of a collar, bow tie, and a pair of cuffs. The original application was denied because the costume was considered to be too simple to denote the “Chippendales” brand, but eventually the company obtained a Section 2(f) registration, meaning that the protected concept has become representative of the owning company due to its extended usage (Chippendales has used the costume for more than 20 years.) Strangely enough, about two years later the company applied for a new trademark covering the same cuffs and collar, but specifying that they were inherently distinctive of the company. This filing, which would not grant Chippendales any additional protection from what the Section 2(f) trademark provided, was denied, and after almost five years the company finally gave up its righteous battle.