Levi Strauss Settles Trademark Lawsuit with Brunello Cucinelli

Levi Strauss & Co. has reached a settlement in its trademark infringement lawsuit against Brunello Cucinelli, an Italian luxury fashion house. The denim giant announced the resolution following the notification to a federal judge in Oakland, California, of its decision to dismiss the case with prejudice, ensuring the complaint cannot be refiled.

Reuters reported that the lawsuit, initiated by Levi Strauss, accused Brunello Cucinelli of infringing on its iconic tab trademark. The tab is a staple of Levi's jeans and has been a symbol of the brand since its inception.

Although specific settlement terms were not disclosed, Levi Strauss and Brunello Cucinelli representatives have expressed satisfaction with the outcome and mutual respect for each other's heritage and values.

Case Background

The lawsuit, initiated in January in the U.S. District Court for the Northern District of California, centered around Levi's accusations against Brunello Cucinelli for selling garments with tabs on pockets markedly similar to those trademarked by Levi in 1938.

According to US News, Levi Strauss contended that these tabs, prominently displayed on products such as the "Authentic denim baggy trousers with shiny tab" on Cucinelli's website, imitated their design too closely.

The complaint was supported by 14 photos aimed to prove the infringement, covering various examples of the tabs' placement and coloration. Levi's tabs, recognizable mainly in red but available in other hues like white, blue, and black, were contrasted in the lawsuit with Cucinelli's tabs, described as brown or grey.

Settlement and Reaction

Though both companies started settlement discussions shortly after the case was brought, the exact terms of the agreement have not been made public. Levi Strauss, a brand that also encompasses Dockers and Beyond Yoga, emphasized its legal actions to protect its trademarks, which are vital in preventing customer confusion and safeguarding its reputation. On the other hand, representatives from Brunello Cucinelli have not issued comments regarding the settlement.

Levi Strauss, headquartered in San Francisco, has a history of protecting its iconic tabs through legal channels. The company has previously settled similar trademark disputes with luxury brands, including Yves Saint Laurent and Kenzo, demonstrating its commitment to defending its intellectual property rights in the competitive fashion industry.

Photo: Levi Strauss & Co. Newsroom