Bold claim: a leading brand in outdoor changing robes has secured a decisive victory in a trademark dispute, forcing a smaller competitor to halt D-Robe-branded products within a week. The High Court in London ruled that the rival engaged in passing off, presenting D-Robe garments as Dryrobe items and knowingly infringing the trademark of the larger company.
The court described a Dryrobe as an oversized waterproof coat with a towel-lined interior, designed for surfers or swimmers to change discreetly, dry off, stay warm, and shield against the elements. Dryrobe has long safeguarded its brand against generic use by publications and imitators, and it is anticipated to seek financial compensation from the D-Robe proprietors for trademark infringement.
Dryrobe was founded in 2010 by former financier Gideon Bright as an outdoor changing robe for surfers. It became a defining symbol of the rise of wild swimming, especially during the pandemic, when outdoor swimming surged as an alternative to gym workouts. Today, Dryrobe is commonly seen beyond beaches and riverbanks, including on city streets and among dog walkers in the UK’s cooler, wetter regions.
The product even sparked a culture war. A sign once appeared on an Irish beach warning visitors to beware of “Dryrobe wankers,” which provoked online counter-messaging from fans under the hashtag #dryrobewankers. Dryrobe’s sales surged from £1.3 million in 2017 to £20.3 million in 2021, with profits around £8 million. By 2023, however, sales moderated to about £18 million as enthusiasm for outdoor activities cooled and competitive pressure grew.
Gideon Bright hailed the ruling as a “great result” for Dryrobe, noting ongoing issues with copycat products and the tendency of some owners to refer to them by Dryrobe’s name. The company is expanding overseas and diversifying its product range, though Bright acknowledged that competition remains intense and overall sales mirror 2023 levels.
Judge Melissa Clarke found a high degree of visual similarity between D-Robe and Dryrobe, concluding that a significant portion of discerning consumers familiar with Dryrobe would likely associate or confuse the two brands. The defense had argued that Dryrobe had become a generic term, but the court determined that, in 2022, most members of the public still understood it as a brand name.
In response to the ruling, D-Robe rebranded to Delta Roam in May. A company spokesperson stated the rebrand had been planned independently of the case and that most D-Robe stock had already sold out. The spokesperson added that the business is hopeful about expansion in Europe and the United States and has recently launched a product featuring model Jodie Kidd.
Geoff Steward, co-head of the intellectual property team at Addleshaw Goddard, Dryrobe’s legal representatives, described the decision as a noteworthy precedent on trademark genericide and emphasized the importance of a clear, modern, and aggressive trademark strategy to deter free riding—an approach Dryrobe employed effectively.
This victory follows Dryrobe’s settlement, about two years earlier, with British fashion label Superdry in a separate trademark dispute. Dryrobe agreed not to depict the “dry” element of its logo using any Helvetica font in that case, after Superdry sought damages in a High Court claim.
