Kloetzly is particluarly perturbed because he feels Swift is marketing her brand to his target audience. To get an idea of their marketing scheme, check out this screenshot from. Kloetzly and his company have been marketing clothing and accessories to what he describes as a "rock n roll crowd" since 1991, long before Swift. Kloetzly owns federal trademark registrations for the mark LUCKY 13 for use on or in connection with a variety of goods including clothing. Swift knew she was in trouble last week when Blue Sphere, Inc., a California-based clothing company, and Robert Kloetzly filed a lawsuit in federal court in California, alleging trademark infringment, unfair competition, and dilution. However, as Swift found out last week, just because LUCKY 13 means something to her does not necessarily mean she can use it freely. When selecting marks, individuals and companies often choose words, phrases, graphics, or numbers that have some sort of personal meaning. Two years ago, Swift began marketing and selling clothing and accessories under the mark LUCKY 13. Taylor Swift's affinity for her lucky number 13 is no secret, so it's no surprise that she attempted to use LUCKY 13 as a mark.
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