Nick ‘The Honey Badger’ Cummins caught up in bizarre undies-based legal battle

Rugby-turned-Bachelor star Nick “The Honey Badger” Cummins has been embroiled in a true blue legal battle involving the underwear brand he helped make famous.

Nick Cummins is involved in an underwear-based legal battle.

The underwear made famous by Nick “The Honey Badger” Cummins has been embroiled in a knickers-in-a-knot style legal battle amid claims that TRADIE men’s jocks are not the “Aussiest Undies Ever”.

The Sunday Herald Sun can reveal rival undies company Step One Clothing Australia has launched legal action in the Federal Court claiming Sojo Pty Ltd, the company that manufactures TRADIE underwear, has misled consumers by claiming the underpants were “true blue” Australian when they were made in China.

In a statement of claim filed to the court, Step One Clothing Australia, alleges Sojo has marketed, promoted, advertised, offered to sell and sold TRADIE underwear by using false statements including “The Aussiest Undies Ever” and “The Aussiest Brand Ever” and “we’re a whole of true blue”.

Promotional hashtags including #Aussieundies and #australianunderwear were also misleading and deceptive, it claims.

Step One Clothing Australia says Sojo has also breached Australian Consumer Law by using iconic Australian imagery and Australian celebrities including The Bachelor star and former Rugby Union player, Cummins, to sell the underwear.

The Honey Badger in Tradie undies.

World number two Freestyle Aerial Skier Danielle Scott and top female Sevens Rugby player Charlotte Caslick have also been used as the face of the brand.

Cummins, Scott and Caslick are not accused of any wrongdoing, and are not involved in the legal proceedings.

“The conduct of Sojo in trade or commerce, represented to members of the public in Australia that TRADIE underwear is made in Australia and is the most Australian underwear,” the court documents filed by Step One Clothing Australia state.

“TRADIE underwear is not made in Australia and is not the most Australian underwear brand.

“The laundry tag attached to TRADIE underwear states that TRADIE underwear is ‘Made in China’.”

A photo of the tag, contained in the court documents, shows that directly above the “Made In China” reference, it states the product is “Australian family owned”.

Step One Clothing Australia goes on to list underwear that is “more Australian than TRADIE underwear because it is made in Australia” including Tuffys & Tuffetts, Merino Country, Farm to Hanger, Wonderpants, Frank & Beans XY Underwear and Bushy Underwear.

Step One Clothing Australia, which spruiks it men’s underwear is ethically designed in Australia, has also claimed that Sojo falsely stated the bags TRADIE underwear was packaged in were 100 per cent biodegradable.

Step One Clothing Australia is seeking an injunction restraining Sojo from further claiming that its TRADIE underwear is made in Australia and is the most Australian underwear.

It also asking the court to order Sojo feature a correction banner on its website for 60 days.

Sojo did not respond to a request for comment.