Shop Dutty rebranding 700 word feature

Shop Dutty rebranding 700 word feature

Bristol based independent store ‘Shop Dutty’ has to undertake a total rebrand after losing a two-year legal battle with multinational company, Massimo Dutti. This news has come as a shock to owners Louisa Jones and Joh Rindom and to many of their loyal customers,  who have become attached to the brand’s identity and sassy name over the years. The shop supplies local residents with garish pieces inspired by 90s trends and rave culture, while supporting local designers and brands by stocking their lines in store. Louisa  started Dutty as a club night in 2003, which then evolved into a small vintage clothing shop in St Nick’s Market under the name ‘The Dutty Girl Shop’. Soon after, she began stocking Joh’s designs and then the pair decided to collaborate, opening the store in Stokes Croft in 2008.

So who are Massimo Dutti?

Massimo Dutti, founded in 1985, is a Spanish clothes manufacturing company owned by Inditex who also own Zara, Bershka and Pull and Bear. The company employs more than 4,000 people across the world and their offices are located in Barcelona, Spain. The company has held their EU trademark of the name since 1996. The ruling meant that the name can no longer by used by the Shop Dutty due to the similarity with their brand name.  

Crowdfunding initiative

The case came to an end at the end of this summer 2015, and Shop Dutty is having to undergo a crowdfunding mission in order to make up for their financial losses, using According to the owners, the cost of proceedings has set them back massively. So far, they have raised just over 40% of their £12,000 target.

There are a range of initiatives offered on the crowdfunding site:

  • £20 = Pre-order of brand new t-shirt design
  • £25 = Ticket to the rebrand club night
  • £30 = Ticket to rebrand club night AND Dutty t-shirt
  • £75 = Voucher to spend in store worth £100
  • £250 = Sponsorship of the rebranding event, with the opportunity to feature your company logo on all flyers etc.


Katie Karnif has been working at the store for six months and says it was hard finding out about the case. “It was devastating, realising we wouldn’t be Dutty anymore. I couldn’t understand why this huge company would pick on such a small business. It didn’t make sense.” The stress of the case has also impacted on her day to day job. “My workload has definitely increased. We’re creating a new website, re-tagging everything and getting a new collection together!”

But it’s not all doom and gloom for Katie. She still loves her work. “I spend so much time in the shop, it really is my second home, and second family. I feel very valued and appreciated.” The idea to start crowdfunding came soon after the team discovered the ruling. “We knew we wanted to stay open, so this meant re-branding. We also knew this would be expensive, so we decided to crowdfund to help recoup some of our loses and keep us on our feet.” The interest in the case has spread across the city, and Katie claims that at least 75% of people who come into the shop ask about why it happened and what they’re doing about it.

Katie says they’re putting everything into their new brand for 2016. They want to build on it and make it their own and work to make everything bigger and better. “There’s still lots to do and much more to come; including new lookbooks and a new website.”


The Dutty Whine Up; Rebrand Showcase Club Night

In true Dutty style, the store will be hosting The Dutty Whine Up; Rebrand Showcase Club Night on 5th December, where they will announce their new brand name. Despite the legal outcome, they’re remaining upbeat and the event will help towards their £12,000 goal to cover solicitor’s fees and rebranding the entire store and clothing lines. They believe the new name is fitting with the brand and their existing ethos. With secret headliners, special guest djs and a secret location in the city centre; this club night has the potential to be one of the best in the Bristol winter calendar.  

To show your support for the store, pledge money at:

Or to find out more about the event, head to their Facebook page:
Words: 711


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