{"id":2098,"date":"2025-12-01T16:06:12","date_gmt":"2025-12-01T16:06:12","guid":{"rendered":"https:\/\/markedly.nl\/?p=2098"},"modified":"2025-12-01T16:06:12","modified_gmt":"2025-12-01T16:06:12","slug":"upcycling-sustainable-but-not-without-risks","status":"publish","type":"post","link":"https:\/\/markedly.nl\/en\/upcycling-sustainable-but-not-without-risks\/","title":{"rendered":"Upcycling: sustainable but not without risks"},"content":{"rendered":"<p><span data-contrast=\"auto\">Upcycling is\u00a0hot. Increasingly, designers and vintage\u00a0shops\u00a0are transforming discarded clothing into new, unique fashion items.\u00a0This is not only environmentally friendly but often commercially appealing as well. But there is a legal downside to this sustainable success \u2013 especially when well-known brands\u00a0remain\u00a0visible in the final product.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In this article, I explain where the risk of trademark infringement arises, how the principle of exhaustion works, and why it often does not provide sufficient protection in upcycling. We\u00a0can\u00a0roughly distinguish\u00a0two forms of upcycling:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">1 \u2013 Repairing or improving the original product<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Think of a vintage coat with a damaged sleeve that is repaired for\u00a0resale using new fabric or creative patches. The brand\u00a0remains\u00a0present on the garment in the same way, and the product\u00a0retains\u00a0its\u00a0original\u00a0function. This type of repair work typically falls within the exhaustion principle: once a branded product is\u00a0lawfully\u00a0placed on the market within the EU\u00a0market, it may be resold or\u00a0reused by the\u00a0purchaser\u00a0\u2013 even if it has been refurbished.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Trademark infringement\u00a0usually does not arise here,\u00a0provided\u00a0the\u00a0brand\u00a0is not\u00a0misused or\u00a0creates\u00a0the impression that the repair was carried out by the trademark owner.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">2 \u2013 Use of a branded\u00a0component\u00a0in a new product<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This is where things\u00a0become more complex.\u00a0For\u00a0example,\u00a0imagine\u00a0a vintage store selling designer items and having a stock of buttons\u00a0from old Chanel\u00a0blazers,\u00a0which are then repurposed into\u00a0handmade\u00a0jewellery.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Although the buttons were originally placed on the market legally, the brand is\u00a0now\u00a0used in a completely new product that Chanel never offered as such.\u00a0This may lead to legal issues,\u00a0as a\u00a0trademark owner may object.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The exhaustion principle \u2013 and its limitation<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As explained above, the exhaustion principle means that the trademark holder no longer has control over the specific product once it has\u00a0entered\u00a0the market in the EU.\u00a0However,\u00a0this applies\u00a0only\u00a0to that same product in\u00a0its original\u00a0form.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">When a garment is converted into, for instance,\u00a0jewellery, a new product is created. Often\u00a0with a more luxurious appearance that\u00a0benefits\u00a0from the reputation of the brand from which the original button\u00a0was taken. Moreover, consumers may believe it is an original Chanel item, especially if the store also sells genuine Chanel\u00a0jewellery\u00a0or accessories.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-2055\" src=\"https:\/\/markedly.nl\/wp-content\/uploads\/2025\/11\/Voorbeeld-Chanel-sleutelhangers-1.jpg\" alt=\"\" width=\"196\" height=\"289\" \/><\/span><\/b><\/p>\n<p><span data-contrast=\"auto\">There are several legal avenues that can provide room for sustainable creativity, as Professor Martin\u00a0Senftleben\u00a0describes in his article\u00a0<\/span><i><span data-contrast=\"auto\">\u201cFashion Upcycling as Protected\u00a0Free Speech.\u201d<\/span><\/i><span data-contrast=\"auto\">\u00a0For an upcycled item where third-party brands are (re)used, one can argue that these brands are used purely decoratively or expressively, without\u00a0implying commercial\u00a0origin. Additionally, it can be argued that this concerns referential\u00a0trademark\u00a0use. Fashion\u00a0upcyclers\u00a0make a critical statement about the waste of resources in the fashion industry\u00a0by\u00a0offering\u00a0modified fashion products\u00a0that feature\u00a0third-party brands. It could reflect the desire to reduce fashion waste and develop sustainable production and consumer patterns.\u00a0However, these arguments require that such third-party trademark use falls within honest commercial practices, which is often where such cases fail under EU law.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Sustainable, but think ahead.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Upcycling is a\u00a0valuable\u00a0step toward\u00a0a more\u00a0circular fashion\u00a0industry, but\u00a0current\u00a0legislation has not yet fully adapted to it. Caution is\u00a0advised,\u00a0especially\u00a0when\u00a0incorporating\u00a0luxury brands. Creativity is good \u2013 but legal clarity is better.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Do you have an upcycling idea that involves using brand components? Then\u00a0it&#8217;s\u00a0wise to seek legal advice in advance. That way,\u00a0your\u00a0your\u00a0sustainable creation\u00a0is less likely\u00a0to end up\u00a0in a legal\u00a0conflict.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>Source:<span data-contrast=\"auto\">\u00a0Martin\u00a0Senftleben,\u00a0<\/span><i><span data-contrast=\"auto\">Fashion Upcycling as Protected Free Speech in Trademark Law<\/span><\/i><span data-contrast=\"auto\">, 31 U. MIA Int\u2019l &amp; Comp. L. Rev. 349<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Upcycling is\u00a0hot. Increasingly, designers and vintage\u00a0shops\u00a0are transforming discarded clothing into new, unique fashion items.\u00a0This is not only environmentally friendly but often commercially appealing as well. But there is a legal downside to this sustainable success \u2013 especially when well-known brands\u00a0remain\u00a0visible in the final product.\u00a0 In this article, I explain where the risk of trademark infringement [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":2051,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[],"class_list":["post-2098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Upcycling: sustainable but not without risks - Markedly<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/markedly.nl\/en\/upcycling-sustainable-but-not-without-risks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Upcycling: sustainable but not without risks - Markedly\" \/>\n<meta property=\"og:description\" content=\"Upcycling is\u00a0hot. Increasingly, designers and vintage\u00a0shops\u00a0are transforming discarded clothing into new, unique fashion items.\u00a0This is not only environmentally friendly but often commercially appealing as well. 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