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Quince’s Law & Order Era

After getting sued a few too many times, the notorious D.T.C. copycat and fashion industry villain is going on the offensive with an audacious legal Hail Mary. The company is accusing Deckers of being a lawsuit troll—even as it attempts to shed its knockoff reputation.

quince
Quince has begun making moves to validate its brand with key opinion elites, too. In January, the retailer started collaborating with celebrity stylist Erin Walsh, right, on an ersatz quiet-luxury capsule collection.
Malique Morris
March 3, 2026

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You sort of have to appreciate the chutzpah of Quince, the Instagram-ubiquitous, direct-to-consumer e-tailer best known for aggressively knocking off more-premium brands. Since its founding in 2018, the San Francisco–based company has been sued numerous times for alleged infringements related to its “dupe” business model. Last April, Tapestry sued Quince for copying Coach’s Rogue and Soho Flap handbags. Last November, Williams Sonoma sued Quince for its comparative advertising. (Both actions remain ongoing.) In 2023, Deckers sued Quince for copying Ugg’s Ultra Mini boots and Talisman slippers. (A California court ruled the designs were too generic to be legally protected under trademark law.)