Gentle Monster, Backed by Google and LVMH, Fights Copycat Designs with Legal Firepower: Blue Elephant under Scrutiny

Gentle Monster, an eyewear brand under the ownership of Iicombined, has initiated legal proceedings against a fellow Korean eyewear company, Blue Elephant. The controversy revolves around accusations that Blue Elephant has been replicating Gentle Monster’s product designs and conceptual designs used in physical retail spaces.

Alleged Copying of Product Designs

Iicombined has confirmed that Gentle Monster, a brand that has garnered financial support from investment firms connected to Google and LVMH, does not maintain any business or production affiliations with other eyewear corporations. During an internal probe, it was discovered that Blue Elephant had a minimum of 30 eyewear items bearing a significant likeness to those of Gentle Monster.

It has been noted that Blue Elephant’s products, similar in design, are retailed at a fraction of the price of those produced by Gentle Monster.

Legal Responses and Actions

In response to the alleged infringements, a design invalidation trial was lodged with the Korean Intellectual Property Trial and Appeal Board in March 2025. The board’s decision on the matter is still awaited.

Iicombined is taking a two-pronged legal approach in its pursuit of justice. In December 2024, a criminal complaint was registered against Blue Elephant with investigative authorities. This was followed by a lawsuit in October 2025, in which Iicombined sought an injunction and damages under the Unfair Competition Prevention Act.