If you have been in or around a Tim Horton’s in the past few weeks, you may have seen the current promotion involving Justin Bieber. Beanies, tote bags, Tim Bits boxes and even fanny packs bear the tim x biebs mark. This collaboration is incredibly bizarre to me. Aside from being famously Canadian brands, I struggle to see any connection between the two (besides, perhaps, a desire to make $$$$$).
A second collaboration that I recently learned about is Yeezy and Gap. The collaboration has resulted in a very striking logo that reminded me of the case of Tommy Hilfiger v Produits de Qualité, 2005 FC 10 (the “Explore Canada” logo which infringed on the Hilfiger brand). The Gap/Yeezy brand features a navy square with white lettering in the Gap font that reads YZY. Unlike the Explore Canada/Tommy Hilfiger case, this is a lawful and intentional collaboration. The YZY logo is very effective: the viewer immediately recognizes the Gap style.
For more on Gap/Yeezy: https://www.thefashionlaw.com/yeezy-gap-could-generate-as-much-as-1-billion-in-sales-in-its-first-full-year-per-well-fargo/
For more on Bieber/Tim Hortons: https://globalnews.ca/news/8410010/tim-hortons-justin-bieber-merchandise/
Communications Law