The Lycra Company, established earlier this year as the owner of the Lycra brand portfolio of elastane fibers, has launched a trademark-protection campaign called “Zero Tolerance.” The logo shows a pair of legs clad in the brand's red hosiery and reads: “Zero Tolerance of Brand Infringement.” The apparent purpose is to fire a warning shot at the hosiery industry – “an environment,” says Jane Gwyther, Lycra's senior strategic account manager for legwear, “where everyone needs a point of difference.” Lycra has already purchased ad space on billboards and buses, in print and on digital channels in the U.K., Italy, Turkey and Poland. Additional countries will follow in 2020.

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