The fashion industry is built on creativity and identity, but as online visibility grows, so do the risks of imitation. We sat down with trademark lawyer Igor Demcak to discuss why trademark protection matters more than ever and what practical steps brands can take to protect their name.
Igor Demcak is a trademark lawyer who has helped thousands of clothing and fashion businesses protect their names. He is also the founder of Trama, an online trademark registration platform designed to make brand protection simpler and more affordable for entrepreneurs. With more than a decade of experience in intellectual property law, Igor has seen firsthand how the fashion industry has changed, and how fast-moving trends now demand faster legal action.
Q: You have worked with thousands of fashion and clothing brands. What do you see as the biggest challenge they face today?
Igor Demcak: The biggest challenge is the speed of exposure. A brand can go from a small studio to international attention overnight because of one viral post. That kind of success is exciting, but it also attracts imitation. We see dupes, fake online stores, and even people trying to register the brand’s name before the real owner does. Many brands don’t realize how vulnerable they are until something like that happens.
Q: Why is trademark registration so important for clothing businesses?
Igor Demcak: In fashion, your brand is everything. A registered trademark gives you legal ownership of that identity. It’s what lets you act when someone starts selling copies or using your name in ads.
Without a trademark, even if everyone knows you’re the original, it’s difficult to prove it in legal terms. I often say that creativity builds value, but trademarks make sure no one else can profit from it.
Q: You founded Trama to make trademark registration easier. What motivated you to start it?
Igor Demcak: When I was working in traditional legal practice, I saw that trademark registration was often too slow, too expensive, and too complicated for smaller clothing brands. So I started Trama to simplify that process.
It’s an online service that guides brands through registration with clear steps, transparent pricing, and access to real legal experts. The idea was to make trademark protection as accessible as setting up a website or an online store.
Q: What are some of the most common mistakes clothing brands make with trademarks?
Igor Demcak: There are a few that come up again and again. The first is choosing a name that’s too descriptive, like “Urban Denim” or “Elegant Knitwear.” Those kinds of names are difficult to protect because they describe the product instead of identifying the brand.
Another mistake is focusing only on one market. Fashion is global now. Even small brands sell abroad through e-commerce, and counterfeiters often register trademarks in other countries first. So you need a plan that covers both your home market and your key export or production regions.
Q: What does a good trademark strategy look like for a growing clothing label?
Igor Demcak: A strong trademark strategy begins long before the application is filed. It starts with choosing a name that is distinctive, creative, and tied to your brand’s story. Once you have a name in mind, the next step is a proper clearance search to ensure that no one else has registered something similar. This helps you avoid costly disputes or the need to rebrand later.
From there, think about where your brand operates: not just where you sell, but also where you produce and where your customers are. Protection needs to follow your brand in these key markets.
Finally, it’s also important to think about protection in terms of trademark classes. For most clothing brands, that’s Class 25 for apparel, but many also need Class 18 for bags or Class 35 for retail and e-commerce. This selection will determine the actual scope of your protection.
Q: What final advice would you give to clothing brands just starting out?
Igor Demcak: Don’t wait until you have a problem to think about trademarks. The best time to act is before your brand starts gaining traction. Even a basic check from a trademark lawyer can reveal if your name is available and what risks you might face.
At Trama, we offer a free lawyer’s check for that reason: it’s a quick way for clothing brands to understand their position and take the first step toward protection. It’s much easier to secure your name early than to fight for it later.
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