'Cheech' Sues Somerville Coffee Shop For Using His Name

SOMERVILLE, NJ — Actor and comedian Richard "Cheech" Marin has filed a lawsuit against a Somerville cold brew shop named Cheech's Own for using his name.

Cheech's company Koo Boo Banana Inc. filed the lawsuit on Wednesday claiming trademark infringement against the coffee shop owner and Bridgewater native Steven Chiocchi.

"Very simply, [Chiocchi] knowingly, consciously and maliciously ripped-off and diluted [Cheech]’s name, brand, identity and trademark. [Chiocchi] have commercially trafficked on Cheech’s fame and identity through their 'Cheech’s Own' brand to further their own pecuniary interests," the lawsuit claims.

Chiocchi, a Bridgewater-Raritan High School graduate, opened Cheech's Own at 37 West Main Street in Somerville last August based on a school nickname. (See Related: Bridgewater Local Is Brewing Up Organic Coffee In Somerville)

"Cheech’s Own developed its brand and reputation based on the childhood nickname of its founder, Steven Chiocchi, without any desire or intention of evoking Mr. Marin or his acting career. We deny all of the allegations in the complaint and will take the steps necessary to protect our own unique brand and reputation in the coffee industry," Chiocchi said.

"I created my coffee brand based on my own personal nickname. I have used the Cheech's Own brand for years without incident. I have never associated myself or my business with Mr. Marin, nor have any desire to. We are local, home grown coffee company, and it is offensive that Mr. Marin and his management company are trying to shut down our beloved business that has no impact on his distinct business endeavors. We will take appropriate measures to defend our brand and reputation," Chiocchi added.

"Cheech" is most notably known as portraying a stoner in the comedy duo Cheech & Chong during the 1970s and early 1980s.

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