When Icelandic football fans dressed as Vikings started chanting "Hú" at the European Championship finals in 2016, "hú" knew the chant would end up the subject of a trademark dispute?
Cartoonist Hugleikur Dagsson started producing T-shirts that feature the "Hú" chant in advance of Iceland's participation in FIFA 2018 World Cup in Russia later this year. Take a look at the shirt—as pictured on Dagsson's website:
According to BBC, there's a trademark registered in 2016 with the Icelandic Patent Office for HÚH!, owned by Gunnar Þór Andrésson in classes 25, 32, and 33, which includes accessories, clothing, and beverages. Andrésson contacted Dagsson, saying that the illustrator needed to stop selling the shirts and suggesting they work out an agreement for payment of royalties.
In response, Dagsson wrote on his Facebook page that "The Grinch has stolen the Viking clap." He went on to suggest that no one should own the word, noting that: "I thought we had plundered the clap from Scotland like real Vikings." He's still selling the shirts and donating half of the profits to the Icelandic Cancer Society.
According to RUV, Andrésson then released a statement claiming that he has suffered harassment because of the case and praising Dagsson for donating profits to the Icelandic Cancer Society. He said he will no longer speak publicly about the case, stating: “I freely admit that I regret having set this whole thing in motion, in light of the criticism I have received.”
Experience the "Hú!" chant yourself: