Swedish fashion chain Hennes & Mauritz has lost a law suit over the word “Chief”. Printing it on a jumper proved to be a no-go. H&M have been ordered by the court to pay financial compensation to Jeans Centre, for infringing upon Jeans Centre’s trademark on the word “Chief”. The Swedish fashion retailer was selling a jumper with the word ‘chief’ printed on it. Jeans Centre owns a trademark for the word ‘Chief’ in the Benelux. The court in Amsterdam has ruled that H&M, within ten days, have to stop the production and sale of the jumpers in the Benelux. It should also provide insight in the number of garments that have been produced and sold already and to indicate the profit it made. This way, the court may determine the amount of damages.