Black White Denim claims victory in name fight

WILMSLOW retailer Black White Denim has forced a South African fashion group to back down on plans to launch a shop with the same name in Johannesburg.

Last month Black White Denim’s owner Jo Davies said she was preparing for a legal fight over what she described as identity theft.

But the Scottish Knitwear Group, distributor of Pringle and Ben Sherman in South Africa, has now decided to change the name of its store.

The North West firm also claimed material sent to potential partners used key phrases it already employs. These include describing black and white as the “foundation colours” and “building blocks” of a woman’s wardrobe.

Ms Davies said: “We had to stand up to this, even though we were a small independent taking on a multi-national. We were determined not to let our name and concept, be taken from us. We’re a small independent who has carved a livelihood by establishing a clear niche through a well thought-out, hard-won concept in which we have invested all we have.
 
“It was a classic David v Goliath fight and, at first, The Scottish Knitwear Group tried to brush us off. However, as the case gathered momentum, and we sought the support of bodies who could leverage huge influence, it became impossible for them to ignore as to proceed would have fundamentally damaged their reputation.

In a letter to Ms Davies, Rory Scott, managing director of The Scottish Knitwear Group, said: “It has been decided by the business not to open the intended store under the name Black-White-Denim but to rather select another name for the store.”