DJ Khaled Sues Company For Using His Son Asahd's Name For Branding: Report

BYAron A.16.9K Views
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DJ Khaled performs onstage with his son Asahd Tuck Khaled at 2017 BET Awards at Microsoft Theater on June 25, 2017 in Los Angeles, California
More courtroom drama for DJ Khaled.

Say what you will about DJ Khaled but if there's one thing he's mastered, it's branding. At this point in his career, he's coined many catchphrases simply by drilling it through  everyone's head through Instagram and Snapchat. However, another company began using some of his slogans as well as his son's name for their brand and Khaled isn't feeling it. A report claims he's suing a company for allegedly illegally using his son, Asahd's, name for their brand.

DJ Khaled has reportedly filed a lawsuit against Curtis Bordenave and his company Business Consulting after they allegedly ripped off Asahd's name as well as his catchphrase, "We The Best," TMZ reports. The company reportedly filed trademarks for "Asahd Couture," "Asahd" and "We The Best Lifestyle."

In the legal documents, Khaled says the company made apparel including his son's name. He claims it created confusion among consumers and brought it unfair profits for the company.

Strangely enough, Khaled's reportedly working on a new business called "Haddad Brands" and claims Bordenave made attempts to prevent him from using "Asahd" for his own branding.

According to Khaled, Bordenave has also tried to trademark other celebrity names such as Cardi B, Stormi and Cynthia Bailey for his own use.

DJ Khaled is seeking any profits made off of the brand as well as having Bordenave put a halt to any of his brands using Asahd's name.

 


About The Author
Aron A. is a features editor for HotNewHipHop. Beginning his tenure at HotNewHipHop in July 2017, he has comprehensively documented the biggest stories in the culture over the past few years. Throughout his time, Aron’s helped introduce a number of buzzing up-and-coming artists to our audience, identifying regional trends and highlighting hip-hop from across the globe. As a Canadian-based music journalist, he has also made a concerted effort to put spotlights on artists hailing from North of the border as part of Rise & Grind, the weekly interview series that he created and launched in 2021. Aron also broke a number of stories through his extensive interviews with beloved figures in the culture. These include industry vets (Quality Control co-founder Kevin "Coach K" Lee, Wayno Clark), definitive producers (DJ Paul, Hit-Boy, Zaytoven), cultural disruptors (Soulja Boy), lyrical heavyweights (Pusha T, Styles P, Danny Brown), cultural pioneers (Dapper Dan, Big Daddy Kane), and the next generation of stars (Lil Durk, Latto, Fivio Foreign, Denzel Curry). Aron also penned cover stories with the likes of Rick Ross, Central Cee, Moneybagg Yo, Vince Staples, and Bobby Shmurda.
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