Jurisdiction: United States; historical case commentary. Reviewed 27 October 2026. The Tiffany/Costco dispute is a useful example of the difference between overturning summary judgment and finally deciding that conduct is lawful. It concerns trade marks and alleged counterfeiting, not the loss of copyright through a generic brand name. The label at issue Costco used “Tiffany” in descriptions of rings. Tiffany challenged that use, while Costco contended that the term described a setting and raised a descriptive fair-use defence. The legal question required attention to the actual signs, consumer understanding and context. What the appeal decided On 17 August 2020, the Second Circuit vacated the judgment against Costco and remanded for further proceedings. It found factual questions suitable for trial concerning confusion, good faith and the defence. It did not conclusively hold that no reasonable jury could ever find for Tiffany, or cancel the Tiffany brand. Later development Reuters re...
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