The Hermes file is a multiple Metaverse trademark
Hermès, one of the world’s biggest luxury brands, seems to be planning a big move into the metaverse.
The brand has filed a trademark application that includes a range of different motions created on Web3 – including nonfungible tokens (NFTs), virtual fashion shows and virtual currencies.
According to filings with the United States Patent and Trademark Office (USPTO), the trademarks relate to all activities in the “online virtual world.”
It would seem that Hermes is preparing to make a big splash in the metaverse by following in the footsteps of his allies.
Additionally, there are trademarks for “retail store services featuring virtual goods” as well as fashion and trade shows “in an online virtual, augmented or mixed reality environment” and “to provide an online marketplace for buyers and sellers of virtual goods.”
The trademark comes as no surprise, as they have already filed a lawsuit against Metabirkins founder Mason Rothschild for allegedly profiting from the brand name in his NFT ‘Metabirkins’ collection.
Rothschild’s collection of Metabirkins bags traded for around 200 ETH ($790,000 at the time) and was a huge success for the artist.
However, Hermès took issue with the alleged unauthorized use of its Birkin bag as an NFT design and publicly condemned the collection.
At the time, they said: “Hermès has not authorized or consented to the commercialization or manufacture of our Birkin bags by Mason Rothschild at Metaverse.”
They added: “These NFTs infringe Hermès’ intellectual property and trademark rights and are an example of counterfeit Hermès products in the metaverse.”
In a 47-page legal filing against Rothschild, Hermès alleges that he took its brand name, Birkin, and added the word “meta,” making the collection a complete “rip-off.”
Seize the brand metaverse moment
The Hermès trademarks make sense in the case of Metabirkins, but also from a business perspective.
Indeed, Metaverse offers huge opportunities for popular brands to cash in, as the world becomes increasingly virtual.
Whether it’s playing games, shopping, or socializing, Metaverse offers the potential of an all-encompassing, immersive platform powered by the trading of NFTs.
Hence, Hermes has now laid the groundwork for an epic entry into the Web3 stratosphere, which will involve events in the metaverse, crypto, NFT and community tokens.
After all, luxury brands are already enjoying a lot of success with NFTs
Just now, Tiffany & Co sold 250 ‘NFTiffs’ for $50,000 each, in collaboration with Web3 brand Cryptopunks.
Furthermore, we’ve already seen luxury brands in the Metaverse, Dolce & Gabbana, Etro, Tommy Hilfiger, Estée Lauder and Elie Saab all participated in Decentraland Fashion Week earlier this year.
Last year, Louis Vuitton developed ‘Louis the Game’, which can be downloaded on mobile devices and successfully experimented with the NFT game format.
Now, it looks like Hermes is coming to the dance, albeit a little late, so stay tuned for more updates.
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