Trader Joe’s files lawsuit against T-shirt maker, saying it’s tarnishing its image

Trader Joe’s has filed a lawsuit in a California district court against a T-shirt maker the grocer says is tarnishing its reputation with profane and politically provocative shirts.

In the suit filed Thursday in the U.S. District Court in the Central District of California, Trader Joe’s said it has asked T-Shirt AT Fashion LLC multiple times since March 2021 to stop making and selling two T-shirts that use a “design that looks very similar to the Trader Joe’s logo.”

One of the shirts features a picture of Pres. Joe Biden with the words “Traitor Joe’s” underneath.

Trader Joe's has filed a lawsuit against the maker of T-shirts the grocer says could tarnish its image. / Photo: Trader Joe's district court lawsuit

The T-shirt, according to the lawsuit, uses a “very similar font, color, concentric circle border and general composition as the Trader Joe’s logo.”

Another includes a profane, sexual declaration that also features Trader Joe’s name and logo.

The profane T-shirt, Trader Joe’s said in the suit, “causes further injury by tarnishing Trader Joe’s reputation in the mind of consumers and diminishing the positive, wholesome reputation of the Trader Joe’s brand.”

Trader Joe’s is suing to permanently stop the company from selling the shirts, destroy any existing inventory and recover any profits made by AT Fashion from the shirt sales, up to three times Trader Joe’s “ascertainable damages.”

“In light of T-Shirt AT’s continued violations of Trader Joe’s intellectual property rights in the face of Trader Joe’s repeated requests to stop, and the potential for significant reputational harm as a result of that conduct, injunctive relief is necessary to remedy the harm to Trader Joe’s and prevent further infringement of Trader Joe’s rights,” the Monrovia, California-based grocer said in the filing.

Trader Joe’s also noted that it believes T-Shirt AT Fashion LLC to be a fictitious name and said that it is unable to determine the true name of the manufacturer.

The grocer said it is looking to protect its unique business model, stating that it focuses on the neighborhood feel of its stores, despite being a national chain, and that its website receives over 3.4 million visits each month, even though customers cannot place orders there, “a testament to the popularity of its brand.”

Trader Joe’s operates more than 500 grocer stores in 42 states and the District of Columbia.

Further, Trader Joe’s noted that it does not offer coupons, sales, loyalty programs or extensive marketing campaigns for its private-label products.

“Instead, Trader Joe’s relies heavily on the quality of its products and shopping experience to create loyal customers, who in turn promote its products via word of mouth,” the lawsuit said. “Trader Joe’s can rely on word of mouth because it has worked tirelessly and methodically to ensure that its customers closely associate Trader Joe’s and its Trader Joe’s marks with both innovative, high-quality products at the best prices and with the rewarding, eventful and fun shopping experience inside Trader Joe’s stores.”