Diddy sold the Sean John clothing brand he founded in 1998 to GBG USA in 2016.

Now he's suing GBG for $25 million because he alleges they are illegally using his image, likeness, and persona to promote a new line of women's clothing, Missguided, and make it seem like Puff is behind the designs. 

“[Diddy] does not challenge [Sean John/GBG’s] right to use the Sean John trademark, but rather [Sean John/GBG’s] decision to leverage a fabricated quote they created and then falsely attributed to Mr. Combs, and to use Mr. Combs’s name and other monikers to create the false and misleading impression that Mr. Combs is the decision-maker behind the designs and creation of the GBG Collection,” said Puff's lawyer Jonathan D. Davis.

Last month, Diddy sued Sean John for allegedly stealing his phrase "Vote Or Die" and then using it in election-themed promotions on their website. 

That case remains unsettled.