The flip-flop fiasco has taken a new turn as a case of mistaken identity led to an unrelated company getting complaints from jandal-loving kiwis.

The furore comes after Hamilton based online retailer Lastseason.co.nz was served with a letter asking that they stop using the term "jandal" to advertise footwear on their site as they were breaching a trademark.

The letter came from Baron Sandford, of Sandford Industries Ltd - not to be confused with Sandford Industries (2010) Ltd.

Sandford Industries (2010) Ltd trades under the name Sandford Industries as they bought the business from Baron Sandford in January 2011. However, Sandford is still listed as a director of Sandford Industries Ltd on the companies register.

It is understood Sandford trades under Gentex (NZ) Ltd and manufactures then sells jandals through the website www.jongs.co.nz.

Sandford Industries (2010) Ltd is based in Christchurch and sells Commando Gumboots and Commando M shoes.

Its director, Kris Webster, said they were not part of the jandal debate.

"As far as we're concerned, it's a generic term for all kiwis to use," he said.

Lastseason.co.nz Hamilton-based director Chris Atkins said the feedback they had received about the saga had been massive and positive toward them.

"Everyone is saying it's a New Zealand word for New Zealanders to use and that it is ridiculous that someone is making money off it," he said.

The post on their Facebook page had received 211 comments.

"People are really passionate about their jandals."

Atkins said they still had about 7000 pairs of flip-flops to move and the site was now running a "Not Jandals" deal.

He said they were hoping to do another promotion with Paw Justice, where they donate $2 to the charity from the sale of every pair of thongs sold.

"It's nice to give Paw Justice something because it's an awesome cause," Atkins said

Meanwhile another retailer has come forward and offered some advice to anyone trying to battle the jandal war.

Dan Herbison, director of Chandals.co.nz said they were also faced with the problem when starting their company, so they simply side-stepped the word.

"We have been aware of the word 'jandals' being trademarked and not available for commercial use in New Zealand since we floated the idea of starting our own brand two years ago," he said.

"Other retailers should know this had they looked into it. What do you do? Find your way around it and stamp your place in the market."

Herbison said that although they had trademarked the term Chandals, they were happy for anyone to adopt the slang.

"We dream for the word 'Chandals' to be the everyday word for flip flops in New Zealand. Yes we have trademarked 'Chandals' but our brand IS New Zealand's brand therefore New Zealanders can use the term 'Chandals' at their will."