Levi Strauss reportedly files lawsuit against Brunello Cucinelli over trademarked tab

Levi Strauss has reportedly filed a lawsuit against Italian luxury fashion brand Brunello Cucinelli, alleging that it has violated Levi's trademarked rectangular pocket tab.

According to Reuters, Levi filed a lawsuit in the San Francisco federal court on Tuesday (23 January), claiming that Brunello Cucinelli’s clothing features "nearly identical" reproductions of its trademarked tab in 1938. As evidence, Levi also submitted 14 photographs of Brunello Cucinelli's clothing.

Based on the photos Levi provided in the lawsuit, the Brunello Cucinelli tab is in brown or grey and looks like it is in a similar placement as the Levi's tab, such as the back pockets of jeans and shirt pockets.

Levi expressed concerns that consumers may become confused, resulting in potential sales loss and significant harm to its goodwill and reputation, according to the report. It added that it could experience immeasurable and irreparable damage unless Brunello Cucinelli stops selling its infringing clothing.

As such, Levi seeks to stop the sale of infringing products and requests unspecified damages, including lost profits, along with other appropriate remedies. Levi noted that it had made multiple unsuccessful attempts to resolve the dispute through non-litigious means.

MARKETING-INTERACTIVE has reached out to Levi and Brunello Cucinelli respectively for a statement.

In fact, Levi has a history of filing lawsuits to safeguard its trademarked tabs. In November 2018, it took legal action against the American arm of Yves Saint Laurent for a similar trademark infringement, according to Forbes. Levi sought monetary damages, all profits linked to the sale of the infringing products, and a comprehensive list of individuals and entities involved in the production, sale, distribution, or promotion of the infringing items.

In the same year, Levi also sued French luxury house KENZO for trademark infringement as it placed tabs on the pockets of its pants. It claimed KENZO's activities pose a threat to Levi and might result in the company losing sales and suffering "incalculable and irreparable damage" to its goodwill.

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