Lifeguard T-Shirt Trademark Dispute to Go to Trial

A trademark dispute over the use of the term “Life Guard” on the front of T-shirts is headed for trial.

The U.S. District Court for the Southern District of New York ruled that Lifeguard Licensing Corp. has enough evidence to go before a jury on its infringement claims against a Michigan-based printing and embroidery company.

The case is an example of a common problem in trademark law when a word or phrase on the front of clothing can be considered a brand name, literal information, or merely decoration. A jury will have to resolve whether consumers see “Lifeguard” on the ...