Trendy clothing rivals Superdry and Jack Wills are embroiled in a bitter row over copycat coats.
Superdry accuses the smaller brand of using confidential information to mimic its winter range.
But in a withering putdown, the Jack Wills camp dismissed the accusation, claiming its clothes are for fashionable teens, while Superdry is for their ‘mums and dads’.
Jack Wills (left) is embroiled in a bitter row with Superdry (right) over copycat coats
‘Why would we want to copy their designs? Our clothes are worn by gorgeous, cool young people and theirs appeal to the middle-aged,’ said a company insider, adding that the brands are ‘at the other end of the spectrum from each other. Superdry is worn by mums and dads. Jack Wills is for their teenage kids. It considers itself a British heritage brand, and so doesn’t regard Superdry as a competitor.’
A Superdry insider last night shot back: ‘Our customers have grown up with us and we’re proud to appeal to cool kids and cool parents.’
Superdry – which last year sold £872 million of clothing compared with its competitor’s £142 million – alleges that its former head of international business development, Greg Roberts, took top-secret data to Jack Wills when he became its wholesale boss last November.
The firm believes Jack Wills has used this information – which includes details on best-selling clothes, contracts, factories and special materials used – to try to jazz up its winter coats range.
Lawyers have identified a series of Jack Wills garments that they say bear a striking resemblance to Superdry designs.
Superdry points to similarities between its £114.99 Glacier Biker Jacket, with a furry hood, and Jack Wills’ fur-free £99 Cuffley Padded Jacket.
Superdry has threatened to seek an injunction from the High Court to stop Jack Wills from releasing its winter coats.
Founded in 2003 by high-profile Remain campaigner Julian Dunkerton, Superdry had a setback in the High Court last week when a judge refused to force Jack Wills to release a series of internal emails connected to the case.
But its bosses have vowed to fight on. A spokesman said: ‘Superdry products are . . . a result of the hard work, creativity and dedication of our people and must be protected from exploitation by competitors.’
Jack Wills said it was pleased the court hearing went in its favour.