Alternative fashion retailer Dolls Kill Inc. is facing a new class action lawsuit that accuses the brand of sending misleading sales emails and using urgency focused subject lines that did not match the actual length of its promotions. Filed by John Gay in California federal court, the lawsuit claims Dolls Kill’s marketing emails misled shoppers about when discounts would end and violated Washington state law.
What the Dolls Kill Lawsuit is About
According to the complaint, Dolls Kill allegedly sent unsolicited promotional emails that used “tricks and deceptive language” to influence how consumers shop. The lawsuit says the brand often used the subject line to hide the email’s commercial nature and push recipients to open it, rather than clearly signaling that it was a sales message.
One example mentioned in the filing is a December 1, 2025, email with the subject line “FINAL HOUR 50% OFF EVERYTHING.” The message implied the 50% discount code would expire within one hour, creating a strong sense of urgency. But the complaint claims the “final hour” pitch was misleading because the discount code continued to work even after the hour had passed.
Alleged Violations of Washington Law
The lawsuit focuses on Washington residents who received emails from or on behalf of Dolls Kill with subject lines that “stated or implied” a promotion would be available for a specific time period when, in reality, the sale lasted longer. The complaint alleges this conduct violates Washington’s Commercial Electronic Mail Act and the state’s Consumer Protection Act, both of which regulate deceptive or misleading commercial email practices.
By allegedly sending emails with urgent subject lines that did not align with the actual duration of the sale, Dolls Kill is accused of distorting consumers’ decision making and creating false pressure to buy now. The lawsuit argues that shoppers may have purchased items sooner, or at all, because they believed the discount would disappear.
What the Plaintiff is Seeking
Gay is asking for a jury trial and is seeking declaratory, equitable, and/or injunctive relief, alongside statutory damages for himself and other affected parties. If the case proceeds, it could require Dolls Kill to change how it structures and phrases its promotional emails, particularly any countdown style subject lines tied to sales.
The lawsuit is titled Gay v. Dolls Kill Inc., Case No. 3:25-cv-10482, in the U.S. District Court for the Northern District of California. Gay is represented by Kevin J. Cole of KJC Law Group APC.
The case also lands amid broader criticism of email and SMS tactics in retail. Cotton On USA was recently sued over similar allegations that it sent spam emails with subject lines designed to create a false sense of urgency, underscoring that countdown clocks and ‘last chance’ language are increasingly risky if the underlying offer remains available.
