Looking for a way to illicit immediate shock and interest from consumers? Why not have one of America’s most fascinating swear words be related to your product or business? A Los Angeles-based clothing company founded by designer Erik Brunetti uses the infamous brand name “FUCT.”

Despite the company’s success, the brand has never been accepted as a federally protected trademark; in other words, he has been unsuccessful in seeking to “register” this term with the United States Patent and Trademark Office. This stifles his ability to stop others from using a similar trademark, even if it will cause confusion—unless a pending Supreme Court case changes the law.

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