Overview
- Georgina Cox originated the phrase "Wear the Damn Shorts" in 2020 after a post that went viral during lockdown.
- In 2023, Sweaty Betty paid her £3,500 for an Instagram ad and, according to an email seen by The Times, agreed to reference her in posts and press releases.
- Cox says the brand later expanded the slogan across its homepage, social videos and £35 T‑shirts without further payment or clear credit.
- She says an April rollout hid her tag on Instagram, her cease‑and‑desist went unanswered, and legal letters from the company accused her of "poor behaviour."
- Cox has launched a GoFundMe that has passed £7,000 and is threatening to sue, while the slogan remains on Sweaty Betty’s website and the company has not commented.