How K-fashion brand MUARMUS entered China: why IP protection matters
Fast-growing K-fashion brand MUARMUS on its philosophy, values and customers, and how it handled trademark squatting in China on the way to going global.
Irene Lee4 min read
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MUARMUS reinterprets feminine workwear for today and puts sustainable fashion values into practice. More than a clothing label, it has grown by developing its brand philosophy through strict quality control and detailed design. Along the way, it also ran into IP problems such as trademark infringement. How should a fast-growing brand protect its IP? MUARMUS told us its story.
In this interview
- About MUARMUS: values as constant as the waves
- Brand philosophy and operations: the secret to sustainable growth
- A threat in global markets: trademark squatting in China
- Entering China with MarqFolio
1. About MUARMUS: values as constant as the waves
Q. What does the name MUARMUS mean?
MUARMUS was inspired by the French word “moiré,” a repeating wave-like pattern. Just as waves keep flowing, we believe classic values endure over time. We built our brand identity around that philosophy, and we create designs with lasting beauty.
Q. Comparing the classics to waves is striking. What is MUARMUS’s philosophy?
Fashion moves fast, but I think the clothes you end up wearing most are classic designs. MUARMUS designs around silhouettes and practicality that don’t date. We also place stripes and checks carefully to add a distinctive touch.
You can see the brand’s identity in our symbol too. I designed it myself to express who we are at a glance. The logo uses our initial, “M,” with a heart-shaped volume inside, carrying the idea of “expressing the timelessness of the classics through love.” I hope customers feel connected to MUARMUS’s values every time they wear our clothes.
Q. Where do you usually find design inspiration?
The most important element at MUARMUS is fabric. How a garment feels to wear comes first, so we are especially careful about materials. We also think hard about details and colors that suit each fabric’s character.
I usually draw inspiration from films, travel and art exhibitions, and I try to capture a relaxed, fluid feel. The blue print on this SS season’s The Flower of Mind T-shirt is a drawing I made myself. When planning each season’s collection, we fine-tune color chips and design details carefully. You can see new designs on our official website and in person offline.
2. Brand philosophy and operations: the secret to sustainable growth
Q. Your customers are loyal enough to have a nickname. What’s your secret to connecting with them?
Thankfully, customers who love MUARMUS formed a community on their own. They call each other “Mumu” and share their affection for the brand. They show real trust in our quality, so protecting that trust is the most important thing for me.
As the head of the brand, I read the reviews on every platform myself and stay in close touch with customers. I look carefully not just at positive feedback but at the reasons behind exchanges and refunds, to understand why customers leave and improve. I believe reflecting customers’ opinions to deliver more satisfying designs and service is what keeps MUARMUS growing.
Q. What led you to open a pop-up store at The Hyundai?
A pop-up was something I had considered for a long time. I wanted to give more customers the chance to experience our fabrics and details in person. The Hyundai draws customers of all ages, so I thought it would help spread the word about the brand. I was on site throughout the pop-up, watching customers’ reactions and talking with them directly.
Q. After the pop-up, where can people see MUARMUS clothes offline?
MUARMUS has run a showroom in Seongsu since last year. We chose a quiet spot near Seongsu-il-ro rather than busy Yeonmujang-gil. Rather than simply following trends, we wanted a space where customers who really understand the brand’s values can take their time with the products.
The showroom is the first place to see MUARMUS’s collections. This SS season, you can see the lines I drew myself, such as The Flower of Mind, on our official website and in person. The showroom is laid out so you can take your time with the details, fabrics and fit, and I explain the brand philosophy and design intent in person.
If you want to experience MUARMUS for yourself, drop by anytime and get a full sense of the brand’s feel and the values we want to share.
3. A threat in global markets: trademark squatting in China
Q. I heard you hit a trademark crisis just before entering China.
While planning our entry into China, we were preparing to open a store on Xiaohongshu, China’s leading social commerce platform.
In the process, we found out that a malicious Chinese broker had squatted on our trademark.
You can’t open a store on Xiaohongshu without trademark rights, so we either had to get the squatted trademark transferred to us or rebrand. Both options would take a lot of time and money, and we didn’t know what to do.
Right when we were struggling with this, MarqFolio’s overseas trademark monitoring system flagged the problem and introduced us to a government support program. It turned out the same broker had squatted on many brands’ trademarks, and if three or more brands responded jointly, they could apply for a government-funded program to recover the squatted trademarks for free. Thanks to MarqFolio’s active support and guidance, we were able to join a joint response, and we got our trademark back within a year.
As a brand that is still growing, the cost was a big worry, so it was a relief to respond effectively with government support. It made us realize how important trademark protection is, and we have since registered our brand symbol as a separate trademark and put a more thorough protection strategy in place.
4. Entering China with MarqFolio
MUARMUS has grown quickly on the strength of relentless attention to detail and trust with its customers. But as it expanded abroad, a trademark squatting crisis drove home how important brand protection is.
MarqFolio’s structured support played a decisive role.
Through the joint response program for K-brand disputes run by KOIPA, MUARMUS could pursue the trademark dispute at no cost, and a dedicated team of Chinese IP experts supported every step, from preparing the documents the proceedings required to the administrative process. That let the brand move through a complex legal process quickly and efficiently, and it successfully recovered its trademark from the malicious broker.
With trust in its brand protection established, MUARMUS went on to file more overseas trademark applications with MarqFolio. MarqFolio’s dashboard for real-time trademark management helped a great deal. Before, it was hard to track the status of trademark filings in real time, and communication and follow-up took a lot of time. With status updated automatically on MarqFolio’s online dashboard, the team could focus more on running the brand.
The more a brand grows, the more important it is to protect its trademarks legally. Brands need a thorough review so they can protect their value, distribute products safely and build an environment consumers can trust, at home and abroad. MUARMUS plans to keep growing sustainably by considering brand protection and expansion together. We look forward to following its journey.
