Market Accuses Sweetgreen of Intellectual Property Theft Over Kale Camo Merchandise
The clothing company Market has raised serious allegations against salad chain Sweetgreen, claiming the latter “stole” the concept for their recently launched Kale Camo merch line. The founder of Market, Mike Cherman, asserts that this concept was initially pitched as a potential collaboration, thus igniting a controversy in the fashion and food industries.
The Rise of Sweetgreen’s Merchandise
While primarily known for its healthy salads, Sweetgreen has ventured into the apparel market, releasing exclusive merchandise lines that consistently sell out each year. For the upcoming year, they have unveiled the Kale Camo collection, featuring an array of items like hoodies, sweatpants, hats, and tote bags.
now you can really start dressing. introducing the Kale Camo Hoodie. crafted in partnership with @EVERYBODY_WORLD creating long-lasting basics that are better for the planet (and cooler for your closet). find it in The Market 🥬 https://t.co/IXlNwu3BZK pic.twitter.com/K5SzUhts3W
— sweetgreen (@sweetgreen) November 12, 2024
Sweetgreen’s Response and Market’s Claims
In light of the controversy, Michael Kotick, Senior Vice President and Head of Marketing at Sweetgreen, expressed the company’s intent with the new collection, stating, “At Sweetgreen, we’re all about creating moments that bring people and communities together. This collection captures what fans love about Sweetgreen; we hope it brings joy this holiday season.”
However, shortly after the announcement, Market took to Instagram, accusing Sweetgreen of stealing their concept. Cherman claimed they had introduced a “wild idea” for a Kale Camo sweatsuit to Sweetgreen back in September 2023, but after pitching the collaboration, they received no response.
Public Reaction and Ongoing Developments
The post on Instagram gained significant traction, garnering over 23,000 likes within a day, far surpassing Sweetgreen’s announcement engagement. Market’s post included multiple slides, showcasing their initial pitch alongside screenshots of the email correspondence dating back to September 2023.
Market’s claims were further amplified in a concluding slide, where they criticized Sweetgreen for appropriating their idea without providing any compensation, despite Sweetgreen’s substantial annual revenue of approximately $700 million.
As the controversy unfolds, social media users have inundated the comments section of Market’s post, with many expressing outrage at Sweetgreen’s actions. One comment labeled the incident a “robbery,” while others echoed sentiments of solidarity for Market, dubbing Sweetgreen as “Sweetgreed.”
As of now, Sweetgreen has not publicly responded to the allegations regarding the Kale Camo merchandise line. The situation continues to develop, raising critical questions about intellectual property rights in the ever-blending realms of food and fashion.
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