The American Denim Giant Alleges the Italian Luxury Label Copied its Trademark Pocket Tab
Levi Strauss has filed a lawsuit against Italian luxury fashion brand Brunello Cucinelli, alleging infringement of its trademarked rectangular pocket tab. The complaint, lodged in San Francisco federal court on Tuesday night, includes 14 photos of Brunello Cucinelli clothing with what Levi describes as “nearly identical” copies of its tab—a trademark dating back to 1938.
Levi Strauss contends that the similarities between the tabs could lead to consumer confusion, potentially resulting in a loss of sales and causing “incalculable and irreparable damage” to its goodwill and reputation. The lawsuit seeks to halt the sale of the allegedly infringing products, demands unspecified damages, including lost profits, and other remedies. Levi states that attempts to resolve the dispute amicably prior to litigation were unsuccessful.
This is not the first time Levi has taken legal action to protect its tabs. The San Francisco-based company has previously filed lawsuits against Yves Saint Laurent and Kenzo, both of which concluded with settlements. Levi’s and Kenzo went on to launch a collaborative capsule last year.
As of now, Brunello Cucinelli has not issued an immediate comment on the accusations.