There will be a protest in Toronto of Roberto Cavalli’s infringement of a trademarked sacred Sufi emblem has led to an international campaign by offended Sufi students. The Sufi emblem is a registered trademark of M.T.O. Shahmaghsoudi, School of Islamic Sufism.Sufi-protest
The sacred symbol has been trademarked for 27 years and has been in print for the past 60-70 years. In addition, the trademarked symbol has been documented for 150 years and is associated with the 1400 year heritage of the M.T.O. Shahmaghsoudi, School of Islamic Sufism.
M.T.O. Shahmaghsoudi’s Trademark Details:
USA 1440550 since 1987
Europe 2554533 since 2003
UK 2388070 since 2005
The sacred emblem spells out ‘Allah’ which literally translates to God. It also spells the word ‘Ali’ which is the name of the first disciple of Islam and also spells out the words ‘Alif Lam Mim’ which are verses from Surah Al-Baqara of the Holy Qur’an. Among the many sacred meanings of the symbol, it denotes the Arabic word for heart, which is a reminder that self-cognition is through the heart. This echoes the wise words of the School’s founder, Hazrat Oveys Gharani, who said 1400 years ago, “Turn towards thy heart.”
Roberto Cavalli has rotated the symbol 90 degrees and claims it to be a snake bite that represents sexuality, lust and carnality, which is in diametric opposition to the representation of the emblem. Rotating the symbol does not change the meaning, so it has caused offense and confusion to people.
After attempting to contact Mr. Cavalli and repeatedly being ignored, Sufi students have taken matters into their own hands and launched an impressive #TakeOffJustLogo campaign using, Twitter, YouTube, Facebook , Change.org Petition and recently vine to express their discontent.
They have initiated global movements, and have peacefully protested in Alicante, Spain, Dusseldorf, Cologne, Berlin, Germany, Gothenburg, Sweden, London, England, Paris, France and Chicago, Dallas, Houston, Los Angeles, New York, San Francisco, Washington, D.C. in the United States and Vancouver.
On Saturday, July 26, 2014, there will be another protest directed against Roberto Cavalli’s misuse and misrepresentation of a trademarked religious Sufi emblem in Toronto from 2:00 P.M. to 5:00 P.M. The peaceful demonstration will be held at 55 Bloor Street West, Toronto, ON, Canada.
The Sufi students are not calling for censorship, nor are they trying to curb freedom of speech. Rather they are attempting to protect the sanctity of their faith from being misrepresented.
Above all else, the #TakeOffJustLogo campaign is about claiming what is rightfully theirs. They want Mr. Cavalli to remove the Just Cavalli logo from the entire Just Cavalli fashion range.
They appreciate the fashion world embracing Muslim culture, such as #DKNYRamadan, which is positive representation. But the Roberto Cavalli not is only misrepresenting the sacred symbol, the faith, and causing confusion amongst people, but he is also devaluing trademark law.
Roberto Cavalli is also guilty of offending faith groups in the past. In 2004 he managed to outrage thousands of Hindus by using images of their holy deities on various merchandise including bikinis.