Considering a similar logo to another brand? Consider this…California-based surf and streetwear brand Lost International, LLC filed a $100 million lawsuit against none other than Lady Gaga, claiming trademark infringement over the pop star’s use of the term “Mayhem” on her latest album, merchandise, and tour materials. If successful, this could mean a wipeout of future merch and one expensive legal bill- yikes!
At the center of the dispute is the stylized “Mayhem” mark, a registered trademark owned by Lost since 1988. The brand, founded by Matt Biolos—whose nickname is “Mayhem”—has built decades of brand equity using the mark on surfboards, clothing, and accessories.
In their complaint, filed in the Central District of California (Lost International, LLC v. Germanotta), Lost alleges that Gaga's use of a similar font and stylization in her merchandise is a willful and blatant infringement of their intellectual property. The similarities, they argue, are likely to cause consumer confusion and imply a false connection or endorsement.
Left: Lady Gaga / Right: Lost Int’l. Case No.8:25-cv-00592
According to TMZ, Lady Gaga’s legal team believes the lawsuit is without merit, claiming it is “abuse of the legal system.”
In addition to trademark infringement, the lawsuit includes claims of false advertising and unfair competition, all amounting to significant reputational harm and potential market dilution for Lost.
Key Takeaways for Lifestyle Brands:
- Collaborate with a trademark attorney to conduct thorough trademark searches before launching a product or merchandise line. Taking this step can help you avoid expensive legal disputes down the road.
- Register your trademarks early—a registered trademark not only protects your brand but also allows you to recover damages, including lost profits, if another brand copies your trademark.
- Style matters - If your trademark includes stylized lettering, like the Mayhem mark, it’s essential to register both your logo and your business or product name. This ensures your brand is fully protected.
📥 Want more helpful tips on how to stay out of hot water—Download our free guide for lifestyle brands to learn how to legally protect your brand from day one.
