A controversy has erupted after Transport for London (TfL) presented a burdensome fee to a London fashion label for conducting a photo shoot within decommissioned tube carriages.
Peachy Den has received a notice demanding tens of thousands of pounds from TfL due to its ownership of intellectual property rights related to underground maps and other symbols representing London transport.
The photo shoot was conducted at the Walthamstow Pump House, a transport museum that rents out two carriages for events to companies.
Nevertheless, Peachy Den overlooked stipulations in the fine print indicating that they might be liable to pay TfL for this usage.
Established in 2019, the fashion brand has been requested to pay approximately £58,000—an amount the owner claims the company cannot afford.
Sharing on social media under the title “Lessons Learned the Hard Way,” Isabella Weatherby, whose brand aspires to showcase ‘cult British girl style to a global audience,’ wrote: ‘We had to remove our entire peachy winter campaign from our social media and website.’
‘We produced our campaign at Walthamstow Pump House, which had two vintage tube carriages available for rental. It was among our most cherished campaigns thus far.
‘Then, last month, we were contacted by TfL requesting the removal of all content featuring their IP (intellectual property) or the payment of their fees.
‘TfL’s commercial IP fees commence at £25,000 for the tube map, £25,000 for the Roundel (the circular underground symbol), and £8,000 for the seat design.
Recent London news
- Eurostar competitor proposes direct trains from London to Germany and Switzerland
- Machete gang invades RAF hero’s residence and absconds with pet dog and £20,000
- This is the income you require to purchase a house in each London borough – and it’s disheartening
For the latest updates from the capital, visit Metro’s London news portal.
‘Being a small brand, we clearly could not afford the costs and had to take the content down.’
In a follow-up post titled ‘Learnings,’ she remarked: ‘Always review the fine print.’
The Pumphouse contract stated they were not accountable for TfL IP.
‘Refrain from filming on current or former tube vehicles as there is a substantial possibility that you will need to delete your content. Lessons learned – did you know this?’
Numerous individuals responded to the company’s misfortune, with some labeling TfL as ‘greedy,’ while others maintained that the fashion brand should have scrutinized the contract more thoroughly.
Jenny commented: ‘Why does TfL have to be so petty? This is absurd.’
OrangeTonez stated: ‘TfL exemplifies greed in every sense of the word.’
Another user remarked: ‘This is ludicrous; it’s just public transport.’
However, Nyah mentioned: ‘TfL’s IP is infamous in production circles.’
Another commenter wrote: ‘I encounter this all too frequently as an IP lawyer.’
Several sympathetic businesses offered to digitally alter the campaign materials to eliminate the TfL symbols.
TfL has faced disputes with other enterprises regarding its rights to the use of Tube symbols.
Back in 2016, TfL threatened legal action against an independent electrical retailer in Blackpool, compelling it to change its name from The Tube Station and remove the tube sign from outside its establishment.
The store, located 250 miles away from the nearest tube station, paid £500 to rebrand after receiving the legal notice, with its owner accusing TfL of being overly aggressive.
TfL responded to the store’s criticism of its actions by stating: ‘The tube Roundel is a trademark, and as a valuable asset, it is essential we safeguard it.’
Transport for London has been reached for a comment.
Peachy Den has indicated that it will refrain from providing any further comments.
To connect with our news team, please email us at webnews@metro.co.uk.
For additional stories like this, visit our news page.
