Nasty Gal Doesn’t Want You Using That Word Anymore

Nasty Gal's got such a lock on laid-back, California-cool-girl style that it may as well have the trademark. But, it seems the L.A.-based brand is looking to protect the word nasty instead.

Today, The Fashion Law reports that Nasty Gal has filed a lawsuit against Jason Jarvis and his company Mr. Nasty Time Entertainment. That business is described as providing "entertainment in the form of dance performances," in case you had any doubts. But, at issue here are Jarvis' two pending trademarks for a clothing and lingerie line called “Da Nasty Boys.” Nasty Gal's suit would seek to prevent Jarvis from using that brand name, ask for financial damages, and require that he destroy any infringing products. This is the second lawsuit Nasty Gal has filed to keep an apparel company from using the word. Its last suit was settled out of court, with the owners of online retailer New Nasty agreeing to change its name.

What do you think? Does another clothing company's use of the word nasty imply affiliation with or dilute the brand image of Nasty Gal? It may feel like a stretch, but imagine if another denim and basics clothing brand slapped the word gap in its title. One thing's certain: Despite not having seen Da Nasty Boys' wares, we're guessing Sophia Amoruso's version of "nasty" suits us far better than Jarvis'. No word yet on whether Janet Jackson wishes she'd thought of this first. (The Fashion Law)