Jordache (plaintiff) was one of the largest blue-jeans manufacturers in the United States. Jordache owned several registered trademarks, including the name Jordache. Two common ways Jordache used the mark on its product included: (1) the word Jordache in script and (2) the word Jordache in block letters superimposed over a horse head. Hogg Wyld (defendant) was formed to market jeans to larger women. Hogg Wyld decided to name its jeans “Lardashe,” as a play on the word “lardass,” one of its founder’s childhood nicknames. Hogg Wyld’s product was marked with the word Lardashe and a smiling pig on the seat of the pants. Jordache sued Hogg Wyld, alleging trademark infringement in violation of the Lanham Act, 15 U.S.C. §§ 1051-1127. Jordache also alleged trademark dilution in violation of state law. The district court ruled against Jordache, finding no likelihood of confusion between the Jordache and Lardashe trademarks. Jordache appealed.