SINGAPORE, September 29, 2025 — Target, the retail giant, has initiated opposition proceedings against Aupen, a Singapore-based fashion brand, over its trademark registration application in the United States. The dispute, which could have significant implications for Aupen’s future operations in the US, centers on Aupen’s use of the name “Aupen” for its leather handbags, which Target claims could confuse consumers with its own Auden brand.
The Trademark Dispute
According to a notice of opposition filed by Target with the US Patent and Trademark Office (USPTO) on September 24, 2025, the retail corporation first attempted to address the issue through inquiries sent directly to Aupen. When there was no response, Target escalated the matter by contacting Aupen’s lawyers. However, the retail giant claims that Aupen’s legal representatives did not provide a substantive response to their letters of inquiry.
As per the USPTO’s timeline, Aupen now has 60 days to respond to the opposition. If the company fails to respond by the deadline of November 26, 2025, the trademark application could face default judgment, resulting in the potential abandonment of the application.
The Significance of the Trademark
The trademark dispute arises from the similarity between Aupen’s proposed mark and Target’s Auden line. Aupen, founded in 2022, is known for its asymmetrical leather handbags, which have garnered attention from high-profile celebrities like Taylor Swift, Beyoncé, and Kylie Jenner.
Target, on the other hand, has been selling products under the Auden name since 2017. The Auden brand is primarily associated with intimates and sleepwear, and Target had already registered the Auden trademark in both the US and Singapore for various product categories. Aupen, in contrast, applied for its trademark in the same regions in 2023, creating a potential conflict over brand identity.
The Legal Implications
While Aupen’s trademark application was successfully registered in Singapore in 2023 without contest, its US application has encountered opposition. This has put the Singapore brand’s future expansion plans at risk, particularly in the lucrative US market.
The dispute also highlights the challenges faced by smaller brands when dealing with large corporations like Target, which have vast legal resources and an established market presence. Target has raised concerns that the similarity between Aupen’s and Auden’s names could lead to consumer confusion, especially in the US, where the two brands operate in overlapping markets.
Challenges for Aupen
Amidst the trademark battle, Aupen, and its founder Nicholas Tan, have faced additional challenges. The company recently made headlines after being issued correction directions under Singapore’s Protection from Online Falsehoods and Manipulation Act (POFMA), following allegations made online about the Intellectual Property Office of Singapore (IPOS).
In an unrelated move, Aupen also announced that it would be laying off employees. However, the company did not specify how many jobs would be impacted. Further investigation revealed that Aupen’s website had no products listed as of Monday, adding to the uncertainty surrounding the brand’s future.
Looking Ahead
As the trademark battle with Target unfolds, Aupen will need to navigate both legal hurdles and the potential fallout from its ongoing operational difficulties. The decision by the USPTO will be closely watched by other small and medium-sized enterprises (SMEs) in the fashion industry, as it could set a precedent for how global brands manage intellectual property disputes with emerging companies.
Aupen now faces a critical 60-day window to respond and protect its trademark rights in the US. The outcome of this dispute could have significant implications not only for Aupen’s expansion plans but also for the broader fashion and intellectual property landscape.
