NYC's Kule folds as Utah's KÜHL wins trademark war

New York City-based womenswear label Kule has announced it is shutting down, ending a years-long legal battle with Utah outdoor apparel maker KÜHL. The decision marks a decisive victory for the Salt Lake City-area company, which had argued that the similar-sounding names risked confusing shoppers in an increasingly crowded activewear market.

For Utah's business community, the outcome underscores the state's growing clout in the national apparel industry. KÜHL, known for its technical hiking and ski gear, has built a loyal following among outdoor enthusiasts, and its aggressive defense of its trademark reflects how seriously Utah brands now guard their intellectual property. Legal experts say the case hinged on the visual and phonetic overlap of the two marks — a classic trademark dispute where even a single letter can tip the scales.

A cautionary tale for small labels

Kule's closure is a reminder that brand identity is a legal asset, not just a marketing one. Smaller companies often underestimate the cost and risk of entering a crowded marketplace with a name that echoes an established player. While Kule carved out a niche in elevated basics, its inability to secure clear trademark ground ultimately proved fatal.

The ripple effects may extend beyond the courtroom. Utah's outdoor industry — a major economic driver — will likely watch this case as a precedent for how aggressively regional brands can police their names nationally. For entrepreneurs, the lesson is clear: before launching, a thorough trademark search is not optional. It is survival.