UKIPO Rejects Shein 'Icon' Trademark Application

The UK Intellectual Property Office rejected fast-fashion platform Shein's application to register the mark "Shein Icon." Dsquared2 successfully opposed the filing on grounds that the mark was too similar to its own registered "Icon" trademark for clothing.

The decision, reported on August 18, 2026, upholds the opposition and blocks registration of the proposed mark in the UK.

Shein had sought protection for the new brand element amid its expansion efforts. The ruling follows standard opposition procedures under UK trademark law.

No further details on potential appeal were immediately available.

Sources: https://www.mlex.com/mlex/intellectual-property/articles/2514653/shein-loses-uk-bid-for-icon-trademark-as-ip-authority-backs-dsquared2 https://www.mlex.com/mlex/intellectual-property