The UK Patent Office has refused an application to register 'Jesus' as a trademark to sell jeans and footwear in Britain, The Journal has reported.

Luxembourg-based apparel company Jesus Jeans, which has successfully registered the trademark in Belgium, the Netherlands, Austria, France, Italy and Spain, was rejected by the office because of the name's "religious significance and its use as a trademark would be seen as morally offensive to the public."

The office, which received criticism for allowing the registration of fashion retailer French Connection's 'FCUK' trademark some years ago, said it had to consider the matter "through the eyes of right thinking members of the public."

Applications to use the name have also been rejected in Germany, Switzerland, China, Hungary and Ireland.