This Japanese clothing brand trolled Gucci and won

High-end fashion houses are in a constant battle to protect their brands from fakes and imposters. Sometimes it's direct forgery designed to resemble the real thing, and sometimes it's copycat brands that use similar branding to try to look like a big name. But now Gucci's come up against something a little different – and lost.

In an apparent parody of the Italian fashion house, an Osaka-based entrepreneur registered a trademark for the brand Cuggl. But not content with using a name that inverts the G and double C of Gucci and changes the I to an L, the company is producing T-shirts that show its registered logo partially obscured, making it look like the Gucci logo redacted using hot pink paint. Suffice it to say that this could be one for our roundup of logos that look ridiculously similar.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.