Appeals Court Appears Cool to Reviving ‘This We’ll Defend’ Mark

A pro-gun apparel company seemed to gain traction at the Seventh Circuit as it tried to revive its “This We’ll Defend” trademark registration and reverse an infringement verdict.

The three-judge panel didn’t directly tip its hand on the issues California-based TWD LLC raised during oral argument Thursday before the US Court of Appeals for the Seventh Circuit, though Grunt Style LLC faced few questions as it defended its lower court victory.

A judge in the US District Court for the Northern District of Illinois canceled TWD’s “This We’ll Defend” trademark in 2022. Two years later, a jury awarded Illinois-based Grunt ...