However, Diddy, who founded the fashion label in 1998 and sold his majority stake to GBG officials in 2016, argues he knew nothing about the deal and is in no way involved.
In the legal papers, filed in New York last week and reported on by Hip Hop Wired, Diddy’s lawyer states: “The SJ/Missguided Agreement was entered into without Mr. Combs’s knowledge, approval, or consent. And Mr. Combs has never endorsed the GBG Collection, which is branded ‘sean john x missguided’ and ‘Sean John x Missguided’.”
He added: “Mr. Combs has neither granted Defendants the right to use his name, image, likeness, or persona in conjunction with the GBG Collection, nor has he agreed to make a public statement or appearance in support of the GBG Collection.”
The hip-hop superstar is seeking a jury trial for false endorsement, misappropriation of likeness, and violating his publicity rights, and is suing for damages, profits from the line, and legal fees.
Representatives for Combs or GBG have yet to comment on the court matter.