Velcro is the name of our companies and is a registered trademark for our products. It is not the generic name of the product that fastens shoes, pockets, and hundreds of other things. That product is generically known as "hook and loop fastener" or "touch fasteners".
Trademarks are symbols of a company’s quality and reputation. For the Velcro family of companies, products bearing the VELCRO® trademark convey quality and reliability. Many customers will look for the VELCRO® trademark because, in their experience, products bearing the VELCRO® trademark have provided them with exceptional performance and complete satisfaction.
The goodwill and integrity which are reflective of the Velcro companies are ingrained in the VELCRO® trademark. This makes the trademark a very valuable asset to the company and to our customers who purchase VELCRO® brand fasteners.
Many terms that we use frequently in our everyday language were once trademarks, like "escalator", "thermos", "cellophane", and "nylon". All of these terms lost their distinction as trademarks because their owners allowed them to be misused by the public. That’s why the Velcro companies pay close attention to how the VELCRO® trademark is used.