Diddy has filed an eye-popping $25 million lawsuit against his former clothing brand Sean John. Reports share that Diddy is suing its current owner Global Brands Group USA (GBG USA) for “false endorsement, misappropriation of likeness and violating his publicity rights,” after it teamed up with U.K. multi-channel retailer Missguided for a women’s line that used his name, image and likeness for promotion without seeking his permission. 

“The SJ/Missguided Agreement was entered into without Mr. Combs’s knowledge, approval, or consent,” the lawsuit read. “And Mr. Combs has never endorsed the GBG Collection, which is branded ‘sean john x missguided’ and ‘Sean John x Missguided.’ Mr. Combs has neither granted Defendants the right to use his name, image, likeness, or persona in conjunction with the GBG Collection, nor has he agreed to make a public statement or appearance in support of the GBG Collection.”

According to the filing, Diddy and his team are seeking “to recover actual, special, and statutory damages, profits attributable to the unauthorized use and exploitation of his name, image, likeness, and persona, as well as attorney’s fees and costs” for $25 million and a jury trial.