The Dutty Whine Up - REBRAND of Shop Dutty

by Dutty in Bristol

We did it
On 14th December 2015 we successfully raised £6,878 with 121 supporters in 61 days

Bristol independent DUTTY is REBRANDING! After a longwinded trademark opposition from a multi-national we now have to undergo a full rebrand

by Dutty in Bristol

After 13 years of trading as ‘Shop Dutty’, formerly ‘The Dutty Girl Shop’, we will soon be forced to stop using our beloved Dutty name.


A two year-long trademark opposition brought against us by the Spanish brand ‘Massimo Dutti’ came to an end this summer when the Intellectual Property Office’s decision ruled in their favour. We lost out to the Spanish mega brand, owned by Inditex who also own Zara, Berhska and Pull and Bear. The decision means that we are now forced to undertake a total rebrand. 


We know that many people will be shocked at this news, as many of our customers have grown very attached to our name and surrounding identity. For us personally it has been a testing battle to say the least.  The cost of the proceedings along with the cost of what it will now take us to rebrand has set us back massively. Therefore we are now crowdfunding in the hope of being able to recoup some of our losses,  rebrand, and get ourselves back on track for the future. 


We are eternally grateful to all those who have supported us over the years, and despite the upcoming name change we really hope to continue that relationship. All we can ask for now is that you retain your belief in us as we move into the future. Any support received for our Crowdfunding Campaign will be very gratefully received, and will help us move forward and put this trying time behind us once and for all.


As we come to terms with the result of the hearing, we are now looking at the outcome as an opportunity.  An opportunity to rise with a new energy and outlook.  The new name we have chosen is fitting with both the shop, brand and our ethos.  Above all, it is a name that we can see will grow far into the future. What better way to launch the new name than to throw a massive party? Coming together with some of the biggest names in the Bristol music scene, creating a one-off fashion showcase x club-night like no other. Our new name and first collection will be exclusively revealed on the night. Special guest dj’s and secret headliners will feature at this exciting event, which will be held at a secret venue in the city centre. There will of course also be a first hand chance to view and shop the new range.


The Dutty brand has become well-loved by the Bristol fashion and music loving crowd over the years. We have felt so accepted as a part of Bristol’s innate creative culture.  We are privileged to have become an integral part of a scene that has always expressed something distinctly ‘Bristol’; A uniquely encouraged individuality, an uplifted sense of cultural creativity, along with the thriving music. We love that!



+We have set up our Crowdfunding Campaign in a way that means that all money pledged will reach us and is not reliant on us meeting our full target.

+We have set a number of funding options for you, you can buy a ticket to our event, upgrade this ticket with clothing, or simply buy straight from our new brand. We realise it might sound odd, to buy from a range you have not yet seen, from a store you do not yet know the name of, but the way that it works is that you will be able to redeem your funding voucher once the new range has been revealed. By buying our new brand items in advance you are helping us massively to be able to pre-order, guarantee to get your size in stock and gain capital before our products hit the shelves. You are also guaranteed to be one of the first to receive the items and you can wear it with proud shoulders, knowing you have supported a great cause!

+We are looking to raise £12,000. This amount will help recuperate the money we have spent on our two year long court battle of lawyer and solicitors fees, and also help towards the recovery cost of rebranding our entire store and clothing line. If we should raise anything above the set amount, we want to plough the money back into the business, with a special emphasis on helping young people with new, up and coming brands to have a stronger platform and help them get their brands out to a wider audience. We are also hoping to be able to create our own ‘cut & sew’ brand, going much further with our new brand than we ever could before - so, basically, PLEASE DO HELP US SMASH THAT TARGET!!



There are loads of ways you can get involved with the Crowdfunding campaign, the event and also the rebrand itself. We are currently looking for volunteers to help with flyering, sticker runs and other promotions. We’re also looking for greeters and promo staff to work at the event itself, as well as decor and promo staff in the days leading up to the event. You can also help us out by sharing the story via social media, and inviting your friends to the event! But most of all, support us by pledging your money, buying a ticket to the event or buying into our new brand at the highest level you can afford. We really appreciate all the help we can get, and look forward to propelling our new identity far into the future!



Massimo Dutti, which is owned by the international retail group Inditex who also own Zara, Bershka, Pull & Bear amongst others, have held their trademark since 1987 in Spain and since 1996 in the EU. In the end the decision came down to; similarity in goods sold, i.e. clothing (class 25) as well as the likelihood of confusion by the consumer between Dutty and Dutti.










Support our crowdfunding campaign to recoup losses, rebrand, and get back on track for the future!  Anyone interested in getting involved as a sponsor, volunteer or member of the press, please contact: [email protected] 


For more information, please visit



Shop Dutty is all about giving the customer access to their own individual style.  Working as a platform for the best of Bristol’s up and coming designers, the shop offers a real-life alternative to the high street, that competes in quality, price and style.  Dutty brings you one-offs, limited editions and handmade items by local designers, as well as a huge selection of pre-loved, customised and designer vintage as well as the in-house labels of the two owners; Joh: ‘Butchi & Gosmos’ and Louisa: ‘Dutty Girl’ and ‘DissMiss Designs’. Dutty’s customers stand out from the crowd as they are able to find items that are highly unlikely to be available anywhere else. The shop has a phenomenal ‘word of mouth’ reputation and is seen to many as a “Bristol Institution”. Many specifically seek out the shop when visiting Bristol from other cities as they seek out those individual items. A friendly, social hub environment is created inside the store and the branding is one that many identify with and support. The shop’s ‘vibe’ and style is quite uniquely ‘Bristol’ in its aesthetic.  Dutty is proud to have been supported by many amazing dj’s and artists in the public eye over the years - such as; Annie Mac, Toddla T, Shystie, Madam X, Gotsome, Emili Sandé, DJ Die, Jamzsupernova, and many more.




The Dutty brand began in 2002, starting life as a club night and platform for women in hiphop in the form of Dutty Girl. It soon went on to become a permanent shop in Bristol’s St Nicholas’s Market and the clothing brand was born. Owners Louisa and Joh met through mutual friends and soon realised there was scope to do something bigger if they teamed up. In 2008, the pair opened the much larger, and re-invented version of the store - and ‘Shop Dutty’ was born. Opening its doors in Bristol’s cultural quarters of ‘Stokes Croft’ where it still continues to offer an exciting alternative to the High Street

In 2015 the pair moved the store further down into the heart of Stokes Croft, with the new, larger store. Shop Dutty houses a wide range of designs from Bristol’s own independent designers.

Over the years Shop Dutty has also taken on various pop-up shops including ‘The Goldmine’ Vintage superstore in Bristol, and ‘Dutty London’ in Kensal Rise, London.

The upcoming change of name will make no difference to our ethos.




WWW.SHOPDUTTY.COM // [email protected] // @SHOPDUTTY



This project offers rewards in return for your donation. Please select a reward below.

£5 or more

£5 Reward

Donate anything from £5 through this channel and your reward is a big shiny glow for helping our independent shop and brand continue it's journey!

£10 or more

£10 Reward

Donate anything from £10+ through this channel. Your reward is a warm hearted glow and a big thank you for helping us to continue into the future with the new name and identity! Your support means everything to us!

£20 or more

28 of 150 claimed

£20 Reward

Our new brand tshirt design, plus free shipping. Just pick your size.

£30 or more

£30 Reward

A Voucher to spend in-store worth £40, for only £30! Treat yourself, or someone you love, to a huge discounted shopping spree! The voucher will be sent to your chosen address, and is valid for 3 months. This voucher is limited to spend in-store only. Perfect for a christmas shopping trip or present! Normal Price £40

£50 or more

£50 Reward

A Voucher to spend in-store worth £65, for only £50! Treat yourself, or someone you love, to a huge discounted shopping spree! The voucher will be sent to your chosen address, and is valid for 3 months. This voucher is limited to spend in-store only. Perfect for a christmas shopping trip or present! Normal Price £65

£75 or more

6 of 100 claimed

£75 Reward

A Voucher to spend in-store worth £100, for only £75! Treat yourself, or someone you love, to a huge discounted shopping spree! The voucher will be sent to your chosen address, and is valid for 3 months. This voucher is limited to spend in-store only. Perfect for a christmas shopping trip or present! Normal Price £100

£100 or more

2 of 50 claimed

£100 Reward

Annual Membership We will send you 6 fresh new T-shirts from our new brand throughout the next 12 months, one for every new design we drop! By buying this membership package you will be the first to receive the new designs each time a new design is released! Normal Price: £140

£250 or more

£250 Reward

Partners and sponsors reward - we will work with you to promote your business along side ours!

£500 or more

£500 Reward

Partners and sponsors reward - higher level sponsorship where we can work with you to promote your brand alongside ours.

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