Tuyaara Alaas Trademarks Her Name to Honor Her Father's Legacy

A year-long legal battle ends in victory for Yakut identity. Now, no one can exploit her name without her say.

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2026 March 20 . 7:16 AM

1 min read

The image shows a poster of Utagawa Kunisada Toyokuni III from the series Fifty-Three Stations of... — The image shows a poster of Utagawa Kunisada Toyokuni III from the series Fifty-Three Stations of the Tokaido, depicting a woman with a sword and a dragon. The poster is adorned with text, likely describing the scene. The woman is wearing a traditional Japanese kimono and has a determined expression on her face, while the dragon is coiled around her. The colors used in the poster are vibrant and the details of the woman and the dragon are intricate.

Tuyaara Alaas Trademarks Her Name to Honor Her Father's Legacy

Tuyaara Alaas has legally trademarked her own name to protect her family's legacy. The move honours her late father, Ot Alaas, a pioneer in reclaiming traditional Yakut identity. She completed the process just before leaving her hometown of Yakutsk.

The trademarking journey began a year ago. After submitting her application, she received the official certificate from Rospatent, Russia's patent office. No records show any prior use of 'Alaas' or 'Tuyaara' in Russian business names or products before her registration.

Tuyaara Alaas has been a well-known figure since the late 1990s. She has hosted TV programmes, edited a website as its chief, and organised public events. Her public profile made safeguarding her name a priority. With the trademark secured, she now controls how 'Alaas' and 'Tuyaara' are used commercially. She plans to work with businesses that already include these names in their branding. However, she will block their use for alcoholic drinks and liquor shops.

The trademark ensures that only approved ventures can use 'Alaas' or 'Tuyaara' in their operations. Alaas's decision also preserves the cultural significance tied to her father's legacy. Future collaborations will depend on her direct approval under the new legal protections.