It’s only a matter of weeks since fast fashion operator Missguided was ordered to pay $2.8 million to Kim Kardashian for trade mark infringement and Dr. Martens has now launched a claim against the Boohoo Group (which includes Boohoo, Nasty Gal and Pretty Little Thing).

There’s nothing new about the fact that the fast fashion world operates by replicating pre-existing and trending designs. But the rise of e-commerce and the increased accessibility of global manufacturers has caused the fast fashion industry to explode over the last few years.

Brand owners aren’t taking matters lying down. Dr. Martens’ claim and the action taken by Kim Kardashian as well as Vans’ recently issued claim against Primark in New York all show the desire of brand owners to protect the value of their creativity.

According to the multi-million trademark infringement and dilution, and breach of contract suit that Dr. Martens’ parent company AirWair filed in a federal court in Northern California last week, Boohoo, Nasty Gal and Pretty Little Thing have been infringing Dr. Martens’ trade dress-protected footwear since “as early as 2016 and have continuously infringed [these legal rights] since then” by way of a revolving supply of lookalike shoes.