King Charles’s personal shirtmaker. The world’s oldest hatmakers, who designed fittings for Queen Elizabeth II’s coronation crown and count Winston Churchill among their admirers. A luxury sports brand with a “spy-ready” ski suit.
Has James Bond gathered a team of experts to take on his latest challenge?
Lawyers for Danjaq, the U.S. company that holds the rights to James Bond merchandise alongside the UK’s Eon Productions, have submitted a 227-page legal filing to defend the spy’s name across Europe.
Earlier this year, the Guardian reported that a Dubai-based property developer had claimed that various James Bond trademarks—including his name, “007” designation, and the iconic “Bond, James Bond” line—had lapsed due to lack of use.
Nearly all nine contested trademarks relate to Bond-branded merchandise, which can be challenged if unused for five years.
Josef Kleindienst, an Austrian developer behind a $5 billion luxury resort in Dubai called the Heart of Europe, argues that the trademarks have been underused commercially.
Danjaq’s legal team, led by European IP firm Boehmert & Boehmert, has countered with evidence from high-end brands still associated with Bond.
The filing highlights Turnbull & Asser, a 140-year-old Jermyn Street tailor known as the “definitive British shirtmaker.” The company crafted shirts for Sean Connery in Dr. No (1962) and has since outfitted every Bond actor, including Pierce Brosnan and Daniel Craig.
Turnbull & Asser is also King Charles’s personal shirtmaker, having received its first royal warrant from him in 1980 when he was Prince of Wales. The firm designed the shirt he wore at his 2023 coronation and recently had its royal warrant renewed.
Another key piece of evidence comes from Lock & Co, the world’s oldest hatmakers, established in 1676. The London-based company supplied the “Mark 1” helmets for World War I soldiers and later became part of Bond’s legacy—starting with a hat in Dr. No’s famous gun barrel sequence.
Lock & Co also created Oddjob’s deadly bowler hat in Goldfinger (1964). Today, fans can buy the James felt trilby (£537, Dr. No edition) or the Vesper (£662), originally made for Eva Green in Casino Royale (2006).
Mark Caddle, a trademark lawyer at Withers & Rogers, explains that in such cases, brand owners must provide strong evidence of commercial use—including sales records, invoices, and marketing materials like ads and social media posts.
The filing also includes details from luxury sports brand Bogner, founded in 1932. Willy Bogner Jr., who took over the company, pioneered action skiing scenes in On Her Majesty’s Secret Service (1969) and later worked on alpine sequences for The Spy Who Loved Me, For Your Eyes Only, and A View to a Kill.
Product information is also provided for No Time to Die combat trousers, reinforcing Bond’s ongoing commercial presence.Photo credit: Pictorial Press/Alamy
Last year, the company introduced its “spy-ready” ski collection—the Bogner X 007 line—with prices ranging from $290 to $2,300 (around £205 to £1,700).
Luxury cashmere and accessories brand N.Peal, founded in 1936 with a flagship store in London’s Burlington Arcade, also offers a modern Bond-inspired collection, including a pair of No Time to Die combat trousers priced at £245.
Law firm Boehmert & Boehmert has called the trademark challenge an “unprecedented attack” on the multibillion-dollar global franchise.
Rudolf Böckenholt of Boehmert & Boehmert stated in a legal filing: “We will provide evidence of use for each trademark. Given the number of goods and services involved, this submission will be extensive, including numerous attachments and exhibits.”
Meanwhile, Kleindienst has expanded his efforts to claim rights over the Bond brand by filing his own James Bond trademark in Europe—though not in the UK.
The developer claims he took legal action due to concerns about the franchise’s commercial future, insisting that Bond “will not die” under his watch.
Daniel Craig’s final Bond film, No Time to Die, was released in 2021. With no replacement announced and no production timeline set for the next installment, the franchise is on track to surpass its previous longest gap between films—six years and four months.
Danjaq, which co-owns the Bond film rights with MGM Studios (acquired by Amazon for $8.5 billion in 2021), recently faced another shakeup. Shortly after news broke of Kleindienst’s legal challenge, reports revealed that Amazon paid over $1 billion to gain full “creative control” of the franchise from longtime Bond producers Barbara Broccoli and Michael G. Wilson.
This move gives Amazon the authority to greenlight new films and potential TV spin-offs without needing approval from the Broccoli heirs, who have safeguarded the character’s integrity since Ian Fleming created him in 1953.
The next Bond film will be directed by Denis Villeneuve (Dune), with the script reportedly penned by Steven Knight (Peaky Blinders, Who Wants to Be a Millionaire?).
In March, Amazon confirmed that Amy Pascal (former Sony film chair, producer of Casino Royale, Skyfall, and Spider-Man) and David Heyman (Harry Potter, Barbie, Wonka) will produce the film—though no release date or lead actor has been announced.
Kleindienst responded to recent developments, stating: “We deeply respect the James Bond legacy. However, trademark and copyright laws exist to prevent stagnation and ensure cultural properties remain relevant. Our goal is simple—to honor Bond’s legacy while keeping it accessible to fans.”
(Correction: This article was updated on 17 August 2025 to correct the spelling of Bogner and Willy Bogner Jr.)
FAQS
### **FAQs: James Bond’s Legal Team & Trademark Battle**
#### **Beginner-Level Questions**
**1. What is the trademark battle about in James Bond’s case?**
It’s about protecting the James Bond brand—preventing unauthorized use of the name, logo, and related merchandise by companies not officially licensed.
**2. Who is involved in this legal fight?**
James Bond’s legal team is battling companies like royal hat makers and elite tailors over trademark rights.
**3. Why is James Bond’s team suing these companies?**
They claim these businesses are using the Bond name or branding without permission, which could confuse fans or dilute the brand’s value.
**4. What’s a trademark, and why does James Bond need one?**
A trademark legally protects a brand’s name, logo, or symbols. Bond’s team uses it to stop others from profiting off the franchise unfairly.
**5. Has this happened before with James Bond?**
Yes, Bond’s legal team has fought multiple cases over the years to protect the brand from unauthorized use.
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#### **Intermediate-Level Questions**
**6. What kind of products are being targeted in this case?**
Likely high-end fashion items that reference James Bond without permission.
**7. How does trademark law help in cases like this?**
It gives the brand owner the right to sue for infringement if others use similar branding in a way that could confuse consumers.
**8. What happens if a company loses a trademark case?**
They may have to stop using the name, pay fines, or even recall products.
**9. Can small businesses get in trouble for referencing James Bond?**
Yes, if they use the name or branding commercially without permission, they risk legal action.
**10. What’s the difference between copyright and trademark in this case?**
Copyright protects creative works, while trademarks protect brand names/logos.
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#### **Advanced-Level Questions**
**11. How does James Bond’s team prove trademark infringement?**
They must show that the unauthorized use could confuse consumers or harm the brand’s reputation
