British womenswear brand Whistle & Wolf has today begun trading with the order of its name reversed, putting an end to planned legal action by retailer Whistles.
Whistles had challenged the name Whistle & Wolf, claiming it overlapped too closely with the high street chain’s own trademark.
To avoid a court battle, the brand has changed its name to Wolf & Whistle effective from today. Its web address is now Wolfandwhistle.co.uk.
However, it maintains it was not in breach of Whistles’ trademark.
A statement said: “We have amicably agreed with Whistles [that], by switching the words round so we don’t come up next to them in brand lists, they would halt the legal proceedings they instigated.”
Wolf & Whistle was founded in 2012 by the design team behind lingerie brand Playful Promises. Earlier in the year it added separates to its signature range of dresses and tailored jackets.
It currently sells in the UK, Europe, US, Hong Kong and Japan as well as through its own ecommerce store. UK stockists include Houseoffraser.co.uk, John Lewis in Westfield Stratford and Joy.