High Street fashion group French Connection has won its fight to carry on using its controversial FCUK logo on its watches and on jewellery.
French Connection has struggled to follow the success of FCUK
The UK Trade Mark Registry ruled in the company's favour, despite retired businessman Dennis Woodman claiming the use of the FCUK brand was offensive.
Mr Woodman said it breached "generally accepted principles of morality".
But the Registry rejected his claim that it could be "misinterpreted as a swear word".
Mr Woodman believed the FCUK trademark breached the 1994 Trade Marks Act, though his challenge only applied to watches and jewellery, not other goods such as clothing and aftershave.
But lawyers acting on behalf of French Connection argued it was merely a light-hearted play on words, noting that the trademark Dick & Fanny was allowed.
"French Connection confirms that Mr Woodman's action was unsuccessful. As a result, French Connection's trademark registration stands," the company said.
Meanwhile, the US Trade Mark Registry said: "The Registry rejected the case, noting the evidence of the huge success of the brand and that the acronym originated as an abbreviation of French Connection United Kingdom."
The FCUK fashion campaign has already has a controversial history - it was censored a number of times by the Advertising Standards Agency, but was popular enough to boost the company's sales and profits in the early days of its use.
But after a slump in sales this year, French Connection scaled back the use of FCUK, while fashion industry analysts claimed the joke was past its sell-by date.
French Connection has warned it will miss profit forecasts again after its new ranges failed to attract shoppers back into its stores.
Earlier this month, the retailer joined the plethora of High Street names cutting prices in the run-up to Christmas.
Shares in French Connection were marked 2 pence higher at 258p on Wednesday.