Trademark warning from MO Streetwear – react in a legally compliant manner instead of acting rashly

Anyone involved in online retail knows the risk: even using a seemingly harmless term can lead to an expensive trademark infringement notice. MO Streetwear GmbH is currently making headlines again – not for fashion, but for a wave of cease-and-desist letters alleging trademark violations. Those affected are often online retailers who use terms like "MO" in product names or descriptions – for example, on platforms such as Amazon, eBay, or classifieds sites.

Many people are caught off guard by such cease-and-desist letters. Suddenly, they are asked to sign declarations of discontinuance, claim damages, and pay legal fees – often involving high amounts in dispute. In this situation, thoughtful action and legal support in trademark law decisive.

„HOMEBASE“, „MO“, „myMO“ – when brands become a risk

Do you run an online shop and use terms like "MO", "myMO" or "HOMEBASE" as model names for clothing or shoes? Then you might suddenly receive a cease and desist letter for trademark infringement.

In many cases, MO Streetwear GmbH, through the law firm of Have Fey Rechtsanwälte, issues cease-and-desist letters to retailers who use these terms in article titles or product descriptions – often without knowing that they are protected trademarks.

As a result, those affected are asked to,

• to submit a legally binding cease and desist declaration,

• To provide information on sales figures and sources of supply,

• as well as to pay warning costs.

In cases with a value in dispute of up to 150,000 euros, costs can quickly amount to several thousand euros – a considerable burden, especially for smaller online retailers.

Third-party brands in product descriptions – legal gray area or clear boundary?

In online retail, it is common practice to label items with model names or descriptions. However, caution is advised: if these designations are also protected as registered trademarks, accusations of trademark infringement can quickly arise.

Whether the use is actually impermissible depends on how the trademark is used – and whether it is understood by customers as an indication of the origin of the goods.

When is a use considered trademarked?

Trademark use occurs when consumers assume that a particular product originates from a specific manufacturer or brand owner. This can be the case even if terms like "MO," "myMO," or "HOMEBASE" are used in an online offer—even if these terms only appear in the article title or product description and not on the product itself.

In such cases, there is a risk that the impression will be created that it is a product of the respective brand – and that can constitute trademark infringement.

Federal Court of Justice (BGH) on trademark infringement: The decisive factor is the type of use.

Whether the use of a mark in online commerce constitutes trademark infringement depends largely on the specific use. The German Federal Court of Justice (BGH) clarified this in a widely noted ruling in 2019 (BGH, Judgment of April 11, 2019 – I ZR 108/18) – in a case that also concerned the trademark "MO".

The court clarified that not every model name in an online offer is automatically used in a "trademark-like" manner. Rather, it depends on the overall effect of the offer and the consumer's expectations.

Well-known brands – clear origin attribution

For well-known brands, the legal situation is clear: If a protected brand name is used as a model name, the consumer usually understands this as an indication of the manufacturer.

For example, if an online shop offered a sports bag under the name "Nike Travel 3000", the average consumer would naturally assume that it was an original Nike product – even if the item actually came from another manufacturer.

Unknown brands – the circumstances are crucial

The situation is different with lesser-known brands such as "MO", "myMO" or "HOMEBASE". In these cases, the courts examine precisely how the mark is used in the specific offer.

Key factors include:

• the design of the product page (article title, description text, placement),

• the representation on the product itself,

• as well as the entire presentation in the online shop.

Specifically:

• If a symbol is placed on the label or on the product itself, the consumer regularly sees it as an indication of origin.

• If the symbol is on the packaging or prominently displayed in the offer, this also suggests trademark use.

• If the symbol is only mentioned in the article title, trademark infringement is possible, but not necessarily the case – the wording in the overall context is decisive.

Received a trademark infringement notice? Why ignoring it can be costly.

A trademark infringement warning is not a trivial matter. Anyone who receives such a letter – for example, from MO Streetwear GmbH – should under no circumstances ignore it. Even a failure to respond can lead to legal proceedings, which incur considerable costs.

In many cases, it can be advisable to submit a cease-and-desist declaration with a penalty clause to avoid legal proceedings. This declaration does not constitute an admission of guilt – neither with regard to an actual trademark infringement nor with regard to the claimed costs.

However, beware: The pre-prepared cease-and-desist declaration sent by the opposing party should never be signed without careful review. It often contains excessive penalties, far-reaching obligations, or an unfavorable jurisdiction. A customized, so-called modified cease-and-desist declaration that protects your own interests is generally the better option.

Anyone who submits a cease-and-desist declaration commits to permanently refraining from the disputed infringement – usually for 30 years. Companies like MO Streetwear GmbH frequently and carefully check whether those who have received a cease-and-desist letter are complying with this obligation. Even a minor infringement, such as a forgotten listing on eBay or in Google search results, can trigger a contractual penalty of several thousand euros.

Before submitting a cease and desist declaration, all infringing content must therefore be completely removed – not only in one's own online shop, but also on sales platforms, in search engine caches and on social media channels.

Reduce risks with legal support

Ignoring the problem is costly, as is acting rashly. With support a trademark lawyer This avoids the risk of expensive contractual penalties and legal proceedings.