A New York City street performer sued the manufacturer of M&M for $6 million over the use of his trademark look, which includes white underwear, cowboy boots, and a hat, on a Times Square billboard.

Robert Burck, known to Times Square regulars as “The Naked Cowboy,” filed suit against Mars. Inc in Manhattan Federal Court earlier this week.

Robert can be regularly spotted strumming his guitar dressed in next to nothing. He says the candy company used his look on two M&Ms billboards in Times Square without compensating him.

“Just like The Naked Cowboy does on a daily basis in Times Square, the M&M is not only dressed as “The Naked Cowboy,” it is playing the Naked Cowboy’s distinctive white guitar in the cartoon,” the suit says.