Two Chinese ultra-fast fashion companies, SHEIN and Temu, are battling in court in the US, with SHEIN's owner accusing Temu of "willfully and flagrantly" infringing its trademarks and copyright.

Roadget Business, which owns SHEIN's trademarks in the US, says Temu is boosting its own growth in the American market by "impersonating the SHEIN brand on social media, trading off the well-known SHEIN trademarks, and using copyrighted images owned by Roadget as part of its product listings."

The amended complaint, filed with the US District Court for the Northern District of Illinois, claims Temu launched its US online shopping site on 1 September 2022 and has engaged in unfair competition, including by using SHEIN trademarks in Twitter handles, using SHEIN copyrighted images on its own website, and providing influencers with false and misleading statements about SHEIN products in social media guidelines.