Off-White, the brand founded by Virgil Abloh that belongs to New Guards Group has legally sued the American ice cream chain Afters ice cream accusing it of adopting distinctive signs similar to its own. Signage, merchandise and interior design offer graphics almost identical to those of the well-known streetwear brand, in particular the characteristic black and white oblique striped print. Even the choice of offering clothing with the words ‘Off-Diet’ could mistakenly lead consumers to think that there is a link between Afters Ice Cream and Off-White. Off white recalls that since 2013 its garments are recognizable also thanks to certain distinctive traits that Afters Ice Cream would have used in bad faith for products, advertising, marketing initiatives, discounts, distribution and promotions, in addition to the use of the same for personalization of shops and pop-ups infringing trademark rights.