Levi Strauss reportedly settles tab trademark lawsuit against Brunello Cucinelli

Levi Strauss has reportedly settled its trademark infringement lawsuit against Brunello Cucinelli regarding its trademarked rectangular pocket tab.

According to Reuters, Levi informed a federal judge in Oakland, California on Tuesday (7 May) that it was dismissing the case with prejudice, which implies that the case cannot be filed again in the future.

The settlement discussions commenced shortly after Levi filed the lawsuit in January 2024, according to the report. Meanwhile, the specific terms of the settlement were not disclosed.

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

Don’t miss: Levi Strauss reportedly files lawsuit against Brunello Cucinelli over trademarked tab

The lawsuit comes as Levi filed a lawsuit against Brunello Cucinelli on 23 January 2024, alleging that it has violated Levi's trademarked rectangular pocket tab.

Levi claimed that Brunello Cucinelli’s clothing features "nearly identical" reproductions of its trademarked tab in 1938, according to Reuters' report. As evidence, Levi submitted 14 photographs of Brunello Cucinelli's clothing.

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

Levi has previously taken legal action to protect its trademarked tabs in other cases. In November 2018, Levi 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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