Texas-based convenience store chain Buc-ee’s has filed a lawsuit against Born United, a South Carolina clothing company, alleging it copied the chain’s iconic beaver logo.
Buc-ee’s claims that Born United used a logo similar to its trademarked beaver on t-shirts, shorts, and patches sold online, featuring products labeled “TAC-BUCC” and “tac-bucc pvc patch.” The lawsuit accuses Born United of trademark infringement, false designation of origin, unfair competition, common law trademark infringement, and violating South Carolina’s Trade Practices Act. Photos attached to the lawsuit show a beaver resembling Buc-ee’s logo, which depicts a beaver in a baseball cap.
“Buc-ee’s has not granted a license or any other form of permission to Defendant with respect to any of its trademarks or other intellectual property,” the court filings state, Fox 4 KDFW reported.
The company alleges Born United introduced the products to “exploit Buc-ee’s reputation in the market established in the Buc-ee’s Marks, brand, and products,” adding that the use of the beaver mark could cause “confusion, mistake, or deception among consumers” and allow Born United to earn “substantial revenues and profits” from Buc-ee’s branding, per Fox 4.
Buc-ee’s sent a cease-and-desist letter to Born United, but claims the products continued to be sold. As of June 17, 2025, the items have been removed from Born United’s website.
South Carolina State Sen. Tom Fernandez, who claims to be a 49% owner of Born United’s Myrtle Beach store, defended the company on Facebook, stating, “One of the shirts Born United makes features a parody of a beaver… wearing night vision goggles and tactical gear. It’s not the Buc-ee’s logo. It’s creative. It’s different. And it’s protected.”
He described the design as a “beaver in full-blown tactical gear, goggles, vest, night vision goggles” and a “different beast entirely,” adding, “If Buc-ee’s thinks slapping some gear on a rodent threatens their empire, maybe they’ve got bigger issues than parody.” Fernandez said Born United’s attorneys are “very confident” in their legal position and “not backing down.”
This is not the first time Buc-ee’s has pursued legal action over its logo. In 2018, the chain argued that San Antonio’s Choke Canyon’s alligator logo was too similar to its beaver logo. In 2023, a Mexico-based store, Buk-ii’s Super Mercado, faced scrutiny for using a gopher mascot resembling Buc-ee’s beaver.
Founded in 1982 in Lake Jackson, Texas, Buc-ee’s operates over 50 locations across nine states, including Texas, South Carolina, and Missouri. The company’s court filings note that its clothing, featuring its distinctive trademarks, has been central to its brand loyalty.
Born United, based in Goose Creek, South Carolina, operates stores in six states and sells patriotic-themed clothing and merchandise from its brand and third-party vendors, according to its website.