Swimwear company Speedo is suing a bisexual blogger for breach of copyright, fearing his websites are damaging the brand.
Blog posts by Australian Dave Evans, 24, show pictures of men posing in Speedo swimming briefs and sometimes wearing nothing at all.
The swimwear company has taken its case to the Federal Court in Canberra with the aim of blocking Evans’ blogging, claiming the “nudity and graphic sexual content” on the aussiespeedoguy sites are offensive and that his regular use of the word Speedo is breach of copyright.
The company wants the court to restrict Evans’ domain names that use the word Speedo. It has also claimed for an unknown amount of damages.
In legal documents from the case, Speedo argues that the “substantial and valuable reputation and goodwill associated with the name and trademark Speedo” is threatened by Evans’ websites.
On one of his sites Evans writes: “I have a huge Speedo fetish and Speedos have played a huge role in my sexual experience.”
The legal fight by Speedo to protect its brand image is the third such case in recent months. In August American lifestyle brand Abercrombie and Fitch asked the cast of MTV reality show The Jersey Shore to stop wearing its clothes, saying their association with the label was “contrary to the aspirational nature of the brand.”
A couple of weeks later French fashion label Lacoste asked Norwegian police to ban mass-killer Anders Breivik from wearing its world famous crocodile logo.