Date: 28.01.2025

by Adam Dworak

Sweden’s ATG Loses Trademark Dispute with Clothing Retailers

Swedish racing operator AB Trav och Galopp (ATG) has been ordered to pay over SEK10 million (€870,000) in legal costs after losing a high-profile trademark dispute against clothing retailers LeeWrangler Sweden AB, Dressmann AB, and Wrangler Apparel Corp.

Appeals Court Overturns Initial Ruling

The Patent and Market Court of Appeal at the Svea Court of Appeal overturned a 2023 ruling from the lower Patent and Market Court, which had initially sided with ATG. The case revolved around Wrangler’s use of “ATG” in a clothing collection sold globally between 2019 and 2021.

ATG, having registered “ATG” as an EU trademark for clothing in November 2018, argued that Wrangler and Dressmann’s continued sale of the collection constituted trademark infringement. Despite warning letters from ATG, the retailers maintained the sale of the disputed products, leading to legal action.

No Confusion Between Marks

In its decision, the appellate court dismissed ATG’s claims, finding no likelihood of confusion between the trademarks and their associated characteristics. This ruling reverses the initial decision in favor of ATG and allows Wrangler and its retail partners to freely use “ATG” in their collections without restriction.

Legal Costs and Finality

The court’s decision requires ATG to cover legal costs for all three defendants across two court cases, amounting to more than SEK10 million. The ruling is final and cannot be appealed, bringing the prolonged dispute to a definitive end.