Lost International sued, highlighting its 30 years of consistent trademark use—the first T-shirts sold in 1991, and ongoing registrations for surfboards and apparel. Because the MAYHEM mark is so closely tied to surf culture, Lost International wants to prevent any association with mainstream entertainment and Lady Gaga’s branding. The demand is for an outright injunction. Absent a settlement, the prospects for enforcement appear favorable. The broader lesson: when developing a new brand identity or launching high-profile merchandise, always perform a comprehensive trademark availability search to avoid costly disputes
