Apparel retailer Gap is suing new social media network site Gapnote, claiming infringement of the US company’s trademark.

Lawyers acting on behalf of the group, which also owns the Old Navy and Banana Republic brands, say the use of the company name within the Gapnote brand is intended to deceive users and generate interest in the new site.

They also say that the branding uses an “almost identical” font to the Gap trademark, and are seeking damages, along with the surrender of the gapnote.com domain name, which according to reports has been registered for two years.

Meanwhile, Gapnote’s founders deny any similarity between the operations of the two businesses, telling the UK’s Guardian newspaper: “We have no intentions in becoming an apparel store now or any time in the future.”

Gap said the company could not comment on pending litigation.