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A bookseller in Türkiye notched a victory over a French luxury house in a battle to be able to call itself Hermes, the shop's lawyer said on July 16, hailing an infrequent win against a major brand. An Ankara court ruling partially voided a decision by TürkPatent, Türkiye's intellectual property authority, that prevented any brand other than Hermes Paris from using the name Hermes. "Hermes is a god in Greek mythology who belongs to the cultural heritage of humanity.

He should not be owned by a company. This is an important decision in that sense," the bookseller Ümit Nar, whose shop is in the western city of İzmir, told AFP. The shopkeeper pointed out that the deity is closely linked to the ancient history of Smyrna, İzmir's old name, on the Aegean coast, where many Greek myths are set.



Hermes fashion house did not immediately respond to a request for comment. The court has not yet made its reasoning public, said the bookseller's lawyer, Hilmi Güllü who added that the ruling was a "victory." "Multinational firms like Hermes have an aggressive trademark registration policy, beyond their own industries.

This verdict paves the way for saying no to these practices," Güllü said. The case stretches back to December 2021, when the Turkish retailer sought to register a trademark for his 15-year-old bookshop. A representative for the French company initiated legal proceedings against TürkPatent and took the case to court to ban the retailer from using "Hermes" in.

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