ATG has lost its legal battle against Wrangler and related companies. Sweden’s Patent and Market Court of Appeal ruled in favor of the defendants, overturning a previous decision. The dispute centered around the use of “ATG” in Wrangler’s clothing line.

• In February 2023, the Patent and Market Court initially ruled that ATG® was a protected trademark, supporting ATG’s infringement claims. Wrangler and associated companies appealed the decision, challenging the scope of the trademark.
• The dispute arose when ATG accused Wrangler of using “ATG” in a clothing collection. Wrangler launched the collection in 2019-2021, selling it across North America, Europe, and Asia, including Sweden through retailers like Dressmann.
• ATG, holder of an EU trademark for “ATG” since 2018, issued warning letters to Wrangler and Dressmann in response to the sales. Despite these warnings, the companies continued to market the collection.
• In response to the continued sales, ATG filed a lawsuit for trademark infringement against LeeWrangler Sweden AB, Dressmann AB, and Wrangler Apparel Corp. The Patent and Market Court initially sided with ATG.
• However, on January 24, 2025, the Patent and Market Court of Appeal overturned the ruling. It cleared all three companies of trademark infringement, dismissing ATG’s claims entirely.
• The ruling marks the end of ATG’s legal effort against Wrangler, confirming the court’s stance that there was no violation of the EU trademark registration.