A clothing brand called FUCT just got the Supreme Court to strike down a federal trademark ban


It's a big day for companies with names that sound suspiciously like curse words.
The Supreme Court on Monday struck down a provision in a federal law banning "scandalous" or "immoral" trademarks from being registered, NBC News reports. This came as part of a case in which a clothing brand named FUCT was denied a trademark because it sounds like, well, you know. The company's founder, Erik Brunetti, took the case to court, during which he said that actually, the name is an acronym for "FRIENDS U CAN'T TRUST" and that it's supposed to be pronounced F-U-C-T.
Thanks to the Supreme Court's 6-3 ruling, Brunetti will be able to get his trademark. Associate Justice Elena Kagan said that "the First Amendment does not allow the government to penalize views just because many people, whether rightly or wrongly, see them as offensive," per USA Today.
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Chief Justice John Roberts dissented, though, arguing that the First Amendment "does not require the government to give aid and comfort to those using obscene, vulgar and profane modes of expression." Roberts, as well as Justices Stephen Breyer and Sonia Sotomayor, argued in favor of striking down the part of the law that banned "immoral" trademarks, but not the "scandalous" part, ABC News reports.
The Supreme Court did say, however, that Congress is free to write a "more carefully focused" statute banning "the registration of marks containing vulgar terms that play no real part in the expression of ideas," NPR reports.
This decision comes after the Supreme Court ruled in 2017 against the government's ability to deny disparaging trademarks, in that case to an Asian American band called the Slants, The Washington Post reports. Mentioned in the case was the Washington Redskins, which was similarly looking to retain a trademark on its "disparaging" name. Redskins owner Daniel Snyder said in a statement at the time, "I am THRILLED."
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Brendan worked as a culture writer at The Week from 2018 to 2023, covering the entertainment industry, including film reviews, television recaps, awards season, the box office, major movie franchises and Hollywood gossip. He has written about film and television for outlets including Bloody Disgusting, Showbiz Cheat Sheet, Heavy and The Celebrity Cafe.
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