INTELLECTUAL PROPERTY law firm Phillips Ormonde & Fitzpatrick advised aussieBum on its IP strategy and the patenting of its latest product — the Wonderjock.
AussieBum is a designer, manufacturer and marketer of men’s underwear, swimwear and leisurewear.
Designed by aussieBum co-founders Sean Ashby and Guyom Holland, the Wonderjock helps make “men look bigger” where it really matters, without using extra padding, according to the designers.
Phillips Ormonde said it worked closely with aussieBum to assess what would provide the best commercial protection for the new product. This involved having “prior art” searches conducted and analysing the results.
“Our IP research company, IP Organisers, searched international patent databases for prior art and discovered a number of foreign patents for garments seeking the same outcome,” explained the partner advising aussieBum, Ken Hamilton. “We then looked at the way the Wonderjock worked, [and found it] is quite different to the prior art.”
The firm then drafted the provisional patent specification, which was filed on 11 October 2006.
“We often work on exciting inventions,” added Hamilton. “These are frequently in areas like biotechnology or engineering. It is not every day that you get to work on projects involving underwear. But it is very exciting working with a young and exciting Australian business with a vibrant and expanding export focus.”
AussieBum claims to have received tens of thousands of orders for the underpants from 64 countries, primarily online.