The On company is again the subject of criticism because of the Swiss cross on its shoes. +Get the most important news from Switzerland in your inbox According to the Swiss newspaper Blick, Swissness Enforcement (SE) – an association campaigning for compliance with the legislation protecting the indication of Swiss origin – lodged a complaint with the Chinese authorities, pointing out that On uses the Swiss national symbol on shoes produced in Asia. This would constitute a violation of “Swissness” standards. In a letter sent to SE, of which the Awp agency has become aware, On defends itself: the Swiss cross is only used in conjunction with the words “Swiss Engineering”. This emphasises On’s Zurich location, where more than 300 employees are involved in research, development and shoe design. “The law does not prohibit the use of the Swiss cross in this context, as long as it is clear that it refers to the specific performance and not to the entire product,” the company argues. On ...
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