New York Business Lawyers

Live from New York It’s Social Media Sunday—The Virtual Fashion World Edition

by / Sunday, 20 June 2010 / Published in Technology & eCommerce

Social Media for LawyersAs the virtual world increasingly shakes hands with IRL (“In Real Life”), the union of law and the online domain becomes more concrete.  As this several year old post discusses the need for the law to undertake a more robust approach, the law is taking steps to do so, but more in a traditionalist fashion.  Look no further than DKNY’s recent application for a trademark registration in connection with Second Life.  Here the fashion giant is staking a claim to its largely marketing driven footprint in the hugely popular and expansive Second Life virtual universe.  That being said, it is interesting how Second Life’s virtual economy actually reaches the other way into IRL, with its ability to be converted into hard cash.  As a result, the application was granted albeit with a goods and services description for “entertainment services” as opposed to the actual virtual clothes themselves (see below for a breakdown of the application from the USPTO).

Word Mark DKNY
Goods and Services IC 041. US 100 101 107. G & S: Entertainment services, namely, providing on-line, non-downloadable virtual clothing for use in virtual environments, and specifically in virtual retail stores. FIRST USE: 20070926. FIRST USE IN COMMERCE: 20070926
Standard Characters Claimed
Trademark Search Facility Classification Code LETTER-3-OR-MORE DKNY Combination of three or more letters as part of the mark
Serial Number 77826127
Filing Date September 14, 2009
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition December 1, 2009
Registration Number 3749831
Registration Date February 16, 2010
Owner (REGISTRANT) Gabrielle Studio, Inc. CORPORATION NEW YORK 550 Seventh Avenue New York NEW YORK 10018
Attorney of Record Jeffrey H. Epstein
Prior Registrations 2203071;2470110;3086192;AND OTHERS
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