The English rock band – who is worth more than half a billion pound – is taking legal action against New Yorker Fashion and demanding a £210,000 settlement and a £17,000 fine for using their iconic image of a mouth on a sale poster.
A spokesman for the band said: “As with any band or major brand, we will be fiercely protective of our commercial properties, be that songs, gigs or logos.
“If we didn’t chase up improper use it would set a dangerous precedent.”
However, the CEO of New Yorker Fashion, Fritz Knapp, is refusing to back down without a fight and is determined to prove that he has every right to use the image.
Fritz told The Sun newspaper: “The tongue is not the Stones’ alone. The posters were made by our creative department.
“I won’t let the Stones ban my tongue.”
Fritz has been forced to remove a number of posters from 800 stores and pull out more than 3,000 clothes tags with the tongue on it, but the court case still looms over him.