Apparel, Shoe and Bag Brands in Japan: Trademark Classes 25 and 18, Similar-Goods Groups and Copycats (2026)

"We sell T-shirts, sneakers and tote bags. Is class 25 enough in Japan?" "Should we register our logo or just the brand name?" "A shop on a Japanese marketplace is selling copies of our hoodies — what can we do?"

Fashion is one of the most crowded fields in the Japanese trademark register, and one of the most copied. Overseas apparel, footwear and bag brands — from small D2C labels selling on Amazon.co.jp or Rakuten to established brands opening stores in Tokyo — often find that the brand name they use at home is already taken in Japan, or that copycat sellers appear as soon as sales take off.

In this article, Japanese Patent Attorney Toru Kano of BrandAgent explains which classes a fashion brand should cover in Japan, how the Japanese "similar-goods group" system decides whether two marks conflict, whether to file a word mark or a logo, what it costs, and how a Japanese registration helps against copycats and counterfeit imports.

*Information as of November 2026. Check the latest rules on the JPO website.

Foreign brands file through a Japanese patent attorney

A company or individual without a domicile or business office in Japan cannot file a Japanese trademark application alone. The application and all later steps — responses to refusals, payment of the registration fee, renewals — must be handled by a representative in Japan, in practice a licensed Japanese patent attorney (Benrishi). The applicant's name and address are written in Japanese, and the original-language name and address can be recorded too. We work in English and Chinese, and accept payment by PayPal (in JPY) or bank transfer.

Which classes does a fashion brand need?

Japan uses the Nice Classification, and the official fee is charged per class. For a fashion brand, the starting point is usually class 25, and then whatever else you actually sell:

Some items that look like "fashion" sit in other classes. According to the notes in the JPO's similar-goods guidelines for class 25, protective helmets and fire-protective clothing are in class 9, surgical gowns and orthopaedic footwear in class 10, electrically heated clothing in class 11, clothing for pets in class 18, and fasteners, buckles, zippers and ribbons in class 26. Sunglasses are in class 9. If your range includes any of these, tell us so we can check the right class.

Japan's "similar-goods groups" — the key to understanding conflicts

In Japan, whether two marks conflict depends on two questions: are the marks similar, and are the goods similar? For the second question, examiners use the JPO's Similar Goods and Services Examination Guidelines, which assign each item a similarity group code (ruiji-gun code). Goods with the same code are presumed similar; goods with different codes are generally treated as not similar — even if they are in the same class.

Inside class 25

Class 25 is not one big group. For example, ordinary clothing is in group 17A01, shoes and boots in 22A01, and special sportswear in 24C01. There are separate groups for headwear, Japanese traditional clothing and belts. This has two practical consequences:

• Good news: an earlier mark registered only for footwear does not automatically block your mark for T-shirts.
• Bad news: if you list only "clothing", your registration may not cover sneakers. List every product type you actually sell or plan to sell.

Across classes

The class number alone does not decide similarity. The JPO explains that retail or wholesale services for specific goods in class 35 — for example, retail services for clothing — can be treated as similar to those goods themselves. So an earlier registration for "retail services for clothing" can block a new application for clothing in class 25, and vice versa. The guidelines also list other cross-class pairs (presumed similar items in different classes), which is why we search by similarity code, not just by class.

Describing your goods in Japanese

Goods must be described clearly in Japanese. Terms from the JPO lists are the safest. Broad wording such as "fashion items" or "accessories" is not accepted. If you are using a Madrid designation, the English goods list from your basic mark is reviewed by the JPO and vague terms often lead to a refusal that must be answered through a Japanese patent attorney.

Word mark or logo?

Fashion brands often care most about the logo, but for legal protection the order is usually:

• First: the brand name in standard characters. A standard-character mark protects the word itself regardless of font, so it covers new logo versions, labels and plain-text listings on marketplaces.
• Second: the logo, if it has a distinctive design element (a symbol, monogram or emblem) that copycats could imitate without using your name.
• Third: a katakana version, if Japanese customers will call the brand by a Japanese reading, or if you will print katakana on tags and in-store signage.

A pure design element — a pattern, a stitch, the shape of a sole — may also be worth protecting, but the right tool may be a design registration rather than a trademark. Ask us if this applies to you.

Common reasons for refusal in fashion

• Earlier similar marks: short English words and two- or three-letter combinations are heavily registered in class 25.
• Descriptive words: words that just describe the goods, their material or quality (e.g. a word meaning "cotton" or "premium") lack distinctiveness on their own.
• Unclear goods: vague or non-standard goods descriptions.

A free prior search before filing catches most conflicts. When a mark is blocked only for some goods, deleting or dividing those goods can save the rest of the application.

How much does it cost?

Official JPO fees: filing JPY 3,400 + JPY 8,600 per class; registration (10 years) JPY 32,900 per class. BrandAgent's fees: JPY 25,000 per class at filing and JPY 25,000 per class at registration (excluding Japanese consumption tax). The prior search is free when you instruct us to file, and consultations and quotes are free. Several classes can be covered in one application.

*10-year registration. Japanese consumption tax may apply to our fees. The registration fee can also be paid for 5 years (JPY 17,200 per class). Normal examination usually takes around 9–12 months; if you claim Paris priority from a home-country application, file in Japan within 6 months of the first filing.

Copycat sellers and fakes: why the Japanese registration comes first

Japan is a first-to-file country. A foreign registration, a Japanese company name or domain, or popularity on social media does not give you trademark rights in Japan. Without a Japanese registration, your options against copycats are limited — and a copycat may even register your brand first. If that happens, you can file an opposition within 2 months of the registration gazette, or an invalidation trial later, but these take time and money and are not always successful.

Marketplaces

Japanese marketplaces generally act on IP complaints from right holders, and a Japanese registration number is the strongest basis for a takedown request. Brand-protection programmes and their requirements differ by platform and change from time to time, so check each platform's latest guidelines.

Japan Customs

A trademark owner can file an application for suspension of import with Japan Customs. The JPO notes that Customs charges no fee, a decision is usually made in about one month, and once accepted, the application is enforced at customs offices nationwide. You will need to show that your right is valid, provide evidence of infringement, and explain how to tell genuine goods from fakes.

Since 1 October 2022, goods infringing trademark or design rights that overseas businesses send to individuals in Japan cannot be imported, even if the recipient intends them for personal use, and they are subject to confiscation by Customs. This matters for fashion brands, because many fakes arrive by post from overseas online shops.

FAQ

• Q. Does class 25 "clothing" also cover shoes?
  A. No. Shoes are a separate item and belong to a different similarity group. List footwear expressly if you sell it.
• Q. We only sell online. Do we need class 35?
  A. If you sell your own goods, class 25/18 is the core. Class 35 retail services matter mainly if you run a shop selling multiple brands or want broader protection for your store name.
• Q. Is a logo registration enough?
  A. A logo registration may not stop someone using the same name in a different style. We usually recommend the brand name in standard characters first.
• Q. How long does registration take?
  A. Normal examination usually takes around 9–12 months. Accelerated examination, if the requirements are met, can shorten this to around 2–3 months.
• Q. Can we communicate in English or Chinese?
  A. Yes. We have handled more than 4,000 trademark applications, and every case is handled personally by the licensed patent attorney.