Don’t Say Velcro

The legal team at Velcro is, according to a new tongue-in-cheek video, fed up with people misusing the brand’s name to refer to shoes and wallets that use generic fastening technology.

They are not “velcro shoes” or “velcro wallets,” the company insists, but shoes and wallets with hook-and-loop fasteners.

To drive the point home, the company released a music video of (apparent) Velcro employees taking turns, in rhapsodic verse, decrying the ways people incorrectly use the brand in everyday life.

“We’re a company that’s so successful, that everywhere you go you see this hairy, scratchy fastener and you say, ‘Hey! That’s velcro!” a male “employee” in a suit begins, before dishing the next verse to a businesswoman. “But even though we invented this stuff, our patent lapsed forty years ago. Now no matter who else makes it, you still want to call it ‘velcro.'”