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Shoosmiths LLP

Gary Assim

Gary Assim


Shoosmiths LLP

tel: +44 (0)2074 77 8411
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Local Time: Sat. 15:09


Gary heads up the firm's national Retail and Intellectual Property & Creative Industry Groups in which he has built up strong reputations on both a national and international basis.

He specialises in resolving disputes especially those to do with anti-counterfeiting, with particular emphasis on parallel importing. Over the past few years he has been involved in leading cases for H&M, Jimmy Choo and Dr Marten's relating to patents, trade marks, copyright and design right advice including (clients identified in bold):-

Stretchline Intellectual properties Ltd v H&M Hennes & Mauritz [2015] EWHC 3298 (Pat) 

J. Choo (Jersey) Ltd v Towerstone [2008] EWHC 346

R Griggs Group Ltd v Evans [2005] EWCA Civ 11

Mackie Designs Inc. v Behringer Specilaised Studio Equipment (UK) Ltd RPC (1999), 

He acts for clients across a broad range of sectors but is especially well known in the clothing & footwear and automotive industries.

He has written articles for the New York Law Journal, International Commercial Litigation and various national and international trade press as well as being a well known commentator on television and radio on intellectual property rights.

Recent accolades include being named Client Choice Awards winner for IP by The International Law Office two years running in 2015 and 2014, included in the World Trade Mark Review's WTR 1000 from 2012 to 2016, awarded the Intellectual Property Magazine Innovation prize in 2010, named in the International Who's Who of Trademark Lawyers for 2009, the Top 100 list of The Most Powerful and Influential People in Fashion in 2008 and The Lawyers Hot 100 in 2007.

He is passionate about intellectual property, especially in relation to consumer brands, hence his love of fast cars, gadgets and anything sporting. He is best known for having advised H&M, Jimmy Choo, Chloe and Dr Martens  as well as setting up the mentoring scheme for the British Fashion Council (organisers of London Fashion Week) to help their NewGen and Fashion Forward designers. The Times commented, after the Chloe case against Topshop, that Shoosmiths were "the legal label to die for"!

He is also closely involved with developments relating to the new image laws in Guernsey and their applicability and use in the UK and globally.  Likely benefits will include a consistent approach to licensing image, and other IP rights, as well as protecting generic brands which have built up a reputation.

Prior to reading law at Durham University Gary spent 3 years with Lombard North Central plc gaining commercial experience and an understanding of how in-house legal teams operate. He was articled with Travers Smith Braithwaite in London where he qualified and gained experience in commercial litigation and intellectual property for 9 years.

He joined Shoosmiths in 1997 becoming a partner the following year specialising solely in intellectual property. Gary then led the team that opened the Milton Keynes office in August 2000. He is also responsible for the firms relationship with its international network, the World Services Group, where he is currently the Chairman.


BA (Hons) Law - Durham University
Areas of Practice

Designers Beware - You Can Lose the Right to Use Your Own Name
Shoosmiths LLP, August 2016

The most recent example of a fashion designer losing the right to use his/her name came about this week. Karen Millen lost her court battle to challenge the agreement reached after the sale of her business to Baugur for £95m in 2004 which stated that she could not use her name in business in the future...

WSG's members are independent firms and are not affiliated in the joint practice of professional services. Each member exercises its own individual judgments on all client matters.

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