Aupen

Greatest Self-implosion Award

- Carmen Sin

It could have been a publicity coup. Instead, it ended in a Pofma order.

Homegrown handbag brand Aupen had public sympathy on its side when news first broke of American mega-chain Target’s intention to oppose its trademark registration application in the United States.

But Aupen founder Nicholas Tan might have stretched the David versus Goliath plot too far when, in comments to the press and eager Instagram mob, he pitched the brewing registry-level dispute as a full-blown lawsuit.

About a month before Target filed its challenge to the US Intellectual Property office, Mr Tan announced he had let his staff go. The brand’s catalogue of viral, asymmetrical leather handbags — worn by pop superstars Taylor Swift and Madonna — was also wiped from its website, leaving only an image of a tote bag stamped with gibberish legal terms.

Aupen’s official Instagram page, with close to 90,000 followers, was also scrubbed. In place of the usual celebrity sightings was a post containing a lawyer’s letter from Target.

The subtext was loud. Was he shutting down the brand?