A bedding brand has withdrawn its federal trademark application for “Swift Home” after facing opposition from pop superstar Taylor Swift, demonstrating the power of celebrity trademarks and the careful scrutiny businesses must apply when naming products.
Cathay Home Inc had applied last year for the trademark covering pillows, mattresses, sheets, and other bedding items. Taylor Swift’s company, TAS Rights Management LLC, argued that the cursive “Swift” in Cathay’s proposed logo closely resembled her signature, which is federally registered, and could mislead consumers into assuming she endorsed the products.
Cathay Home’s attorney, Ting Geng, confirmed that after reviewing the opposition, the company chose to abandon the application. “Our client has not used the disputed mark in commerce and decided not to pursue registration for a trademark that was not critical to its business,” Geng explained.
The company had previously signed a coexistence agreement with Swift regarding a different “Swift Home” trademark, showing that prior agreements don’t always prevent disputes over new filings.
Taylor Swift, a 14-time Grammy winner whose recent Eras Tour became the highest-grossing concert tour of all time, owns multiple trademarks covering her name for clothing, bedding, and merchandise. Legal experts say the singer’s actions reflect a broader trend in which celebrities increasingly enforce their intellectual property to protect both their brand image and market presence.
“This is a textbook example of why companies must conduct thorough trademark searches before filing,” said Lauren Parker, an intellectual property attorney not involved in the case. “Even well-established retailers can face legal challenges if their branding overlaps with a celebrity name.”
Cathay Home products remain available at major retailers such as Target, Bed Bath & Beyond, and Nordstrom. While the company has withdrawn its trademark application, its products continue to be sold under existing branding.
This development highlights the significant influence of celebrity trademarks in commerce. For consumers, it also underscores the behind-the-scenes legal efforts that ensure famous names are not misused, intentionally or otherwise, in marketing products.
The case reinforces the need for companies to carefully navigate branding choices and respect existing trademarks. For celebrities and their companies, actively monitoring and enforcing trademarks has become a standard part of protecting a global brand and avoiding customer confusion in competitive markets.
