S'pore bag brand Aupen trademark on IPOS register still valid, faces potential opposition in US

The Intellectual Property Office of Singapore (IPOS) offered assistance to Singapore bag brand Aupen on its ongoing trademark dispute with American retail giant Target.

In response to Mothership's queries, an IPOS spokesperson said that upon learning about the potential opposition to Aupen's trademark application in the U.S., it initiated contact with Aupen and met them on Sep. 1 to offer assistance.

The spokesperson added that IPOS was "not aware that the matter has now become a lawsuit".

Lawsuit

On Aug. 25, Aupen posted on Instagram a lawsuit letter from Target's lawyers stating concerns over possible "source confusions" between the names Aupen and Auden, an intimates and sleepwear label Target launched in 2019 and refreshed in 2024.

Aupen, popular among A-list celebrities in the U.S., was founded in 2022 by former Singapore national swimmer and model Nicholas Tan.

IPOS, a statutory board that manages trademark registrations in Singapore, has assured Aupen that its existing trademark on the IPOS register remains valid.

It also explained to Aupen Singapore's trademark registration and opposition procedures, and that they included a window for any parties to oppose the registration of a trademark.

IPOS maintains a registration regime that ensures equal and fair access for all companies seeking trademark protection in Singapore, the spokesperson said.

Aupen working with law firm, no longer provided assistance by IPOS

IPOS has advised Aupen to seek independent legal counsel, and is no longer providing assistance with the case.

"We understand that they have been working with a law firm," the spokesperson added.

According to Aupen's Instagram post, the company received a letter from the United States Patent and Trademark Office (USPTO) in July stating that Target had extended the time to oppose Aupen's trademark registration in the U.S. until Sep. 24.

Amid the legal dispute, Aupen has issued layoff notices to staff, an Aupen spokesperson told Mothership on Sep. 9.

Top images from Aupen's Facebook and Instagram