It's World IP Day! A day that is rarely celebrated by those who don't have a professional incentive to pay mind to it, but the equivalent of Christmas Day in every IP lawyer's calendar. 

The theme of this year's World IP Day lead by WIPO is 'IP and Youth: Innovating for a Better Future’ and we have done our own Stobbs take on the day. As one of our core values (‘Cultivate’) means that we take an active interest in the brand universe and stand for brands, we have decided to use this as an opportunity to shine a light on some pioneering and innovative young brands that members of the company are a fan of. We have only spoken about brands that are not currently clients of ours- otherwise we would find ourselves in a Sophie's choice scenario as we are too spoilt for choice. 

You can look at the (brilliant!) resources about what IP is and why it is important to brands on the official website for the day here and read more about the brands we love below...

Suzie Stanislawski (Marketing Executive) loves TALA!

Why do you personally love the brand?

I used to watch Grace Beverly’s vlogs when I was still a student and what she has achieved in the last few years is genuinely inspiring. As someone that embraces every new fashion trend with reckless abandon, I have recently become more aware of the impact that my own personal level of mass fashion consumption can have on the planet. I feel like I have achieved something by wearing TALA- even if the ‘active’ lifestyle needed to justify wearing activewear is often lacking.

How are they innovating their industry for a better future?

TALA made the sustainability of their products their USP as they largely only use sustainable materials (even the paper labels are plantable!) and are transparent about every element of the production process.

However, rather than just catering for a niche market, they managed to move the fashion industry towards a norm of sustainable fashion. They did this by producing sustainable products that were as good as other mainstream mass-market products and did not compromise on either quality or price. For this reason, buying sustainable fashion does not come with any added hassle or compromise.

How would protecting their IP enable them to sustain their trajectory of growth?

Like many fashion brands, TALA is very IP-rich business. They should legally protect both their designs and their branding to avoid a common issue in the fashion industry- copycats mimicking their unique designs and ethos. Having secured IP rights can also be persuasive in helping them to get further funding as they continue to take over the world.

Vanessa Dekovich (IA Paralegal) loves Patagonia!

Why do you personally love the brand?

When you buy a Patagonia sweatshirt, you are not just buying clothes, you are supporting a mission for the future with a healthy and protected environment that can be enjoyed for generations. I adore their environmental activism. They admirably self-imposed an Earth Tax to give 1% of their profits to NGOs, non-profits and grassroots organizations who are fighting the climate crisis. 

How are they innovating their industry for a better future?

They are innovating their industry by making products with 94% recyclable materials, partnering with suppliers who engage in Fair Trade practices to pay the factory workers a living wage and their Ironclad Guarantee was created to ensure that you buy less garments to reduce waste caused by fast fashion.

How would protecting their IP enable them to sustain their trajectory of growth?

Protecting their IP would enable Patagonia to sustain their trajectory growth by giving them a legal avenue to prosecute makers of lower quality counterfeit goods using their brand. As more and more consumers make an effort to buy sustainably made products, protecting Patagonia’s reputation as a brand will be essential to create trust between consumers and retailers of Patagonia’s goods. Consumers need to be guaranteed that they are buying authentic goods that support an environmentally conscious mission to maintain Patagonia’s trajectory of growth.

Will Haig (IA Manager) loves Tony's Chocolonely!

Why do you personally love the brand?

Founded by a journalist who was shocked to learn that slavery still exists in the cocoa supply chain, their mission is to eradicate slavery from the whole of the industry. On top of this, they have a strong brand identity with instantly-recognisable packaging, and they make delicious chocolate!

How are they innovating their industry for a better future?

They are committed to transparent, traceable sourcing and eradication of child and slave labour from their supply chain. By making this the central element of their branding (right down to their "unequally divided" bars), they have created international awareness of the issue and have shown that it is possible to make chocolate this way and still turn a profit.

How would protecting their IP enable them to sustain their trajectory of growth?

The success of their products combined with their distinctive packaging means that they are a prime target for lookalikes. The right trade mark registrations would help them to fend off this threat, particularly from those who may not share their commitment to transparent sourcing.

Mary White (Operations Manager, Ireland) loves Papiroga!

Why do you personally love the brand?

I love the unique feel of a Papiroga piece and the concept that my earrings or necklace can change my mood is a very empowering way to see the fun in dressing up!

I am impressed at how Papiroga have developed their light, bright, plexiglass jewellery from art deco inspired roots and have evolved to draw inspiration from everything from the subway to caveman-inspired Autumn collections to floral-inspired Spring collections.   

I agree with their philosophy that fashion should be a path to happiness.

How are they innovating their industry for a better future?

Papiroga believe that the world should be an exciting place, but also a fair and compassionate one – every piece is made by a human in workshops which try to improve the quality of life for their people. Everybody’s story matters to the team at Papiroga – even their beautiful model Ana, who they point out is also a doctor!

How would protecting their IP enable them to sustain their trajectory of growth?

Papiroga have a product which could be easily copied so they should protect their designs from copy-cats and should consider trade marks, registered and unregistered design rights and copyright as other possible tools.  They already have some trade marks but could extend protection for greater breadth of protection and also into additional territories. They have other brand elements such as a logo (seahorse) and key colours and shapes in their website that should be protected.

Next season’s collection is always going to be exciting so protecting their trade secrets until launch will also be important!

Louise Cabot (IA Trainee) loves Veja!

Why do you personally love the brand?

Veja was created in 2005 and is the first sustainable sneakers brand in the world, paving the way for other sustainable sneaker brands. They sell several different sneaker models and most include a pop of colour.

How are they innovating their industry for a better future?

Veja turns plastic waste into innovative materials. They use recycled and transformed material in their sneakers. They have a strong R&D focus and are genuinely interested in creating eco-friendly and sustainable sneakers. Their website is great for finding out about their projects, objectives and innovations.

How would protecting their IP enable them to sustain their trajectory of growth?

Protecting their IP would help them grow and develop their brand and reputation in as much as they have already garnered lots of attention in the press and are worn all over the world. This would also reduce the risk of counterfeit or copycat goods as the V logo is easily reproduced. Furthermore, they have started doing collaborations with other brands or artists and therefore they should make sure that their IP is properly protected.

Emma Pettipher (IA Director) loves Naked Sprout!

Why do you personally love the brand?

I love the name, the philosophy and the products! I like to be as environmentally friendly as possible. These paper products not only have great eco credentials but are also great quality (and soft!)

How are they innovating their industry for a better future?

The products are made from 100% bamboo, not paper or trees. The products contain no bleach, plastic or nasty chemicals. They have eradicated fossil fuels from their manufacturing process. They are also a Certified B Corp. They support water charities in Kenya with every purchase. Their website contains lots of information about their mission and values and honest assessments of where they continue to improve in terms of innovation towards even better environmental credentials.

How would protecting their IP enable them to sustain their trajectory of growth?

It is important for Naked Sprout to be able to prevent imposters, given their high product and sustainability values. They should also be planning for the future. The Naked Sprout brand could become synonymous with all manner of products that are manufactured with the same eco values - a licensing programme with like-minded manufacturers could be very successful.

Claire Breheny (IA Director) loves Rebecca Rhoades!

Why do you personally love the brand?

I absolutely love the fabrics and the styles of the dresses! Rebecca designs the prints herself from scratch, and they are completely unique to the brand. You can also work with the brand to create your own bespoke piece. You won't find anything similar anywhere else in my opinion!

How are they innovating their industry for a better future?

As she creates high quality, classic pieces, all of Rebecca's designs are timeless. She approaches the creation of her pieces with the polar opposite of the throw away fast fashion mentality and Rebecca creates pieces that you want to wear again and again.

How would protecting their IP enable them to sustain their trajectory of growth?

Protecting the fabric designs and brand name would be an essential tool to ward off copycats and retain the uniqueness of the brand.

Daisy Martlew (Marketing Project Manager) loves ALOHAS!

Why do you personally love the brand?

How are they innovating their industry for a better future?

How would protecting their IP enable them to sustain their trajectory of growth?

Protecting their designs and branding would help to guard against copycats. A licensing programme with like-minded manufacturers could be very successful and really maximise the value of the intellectual property they have created.