Levi Strauss settled the lawsuit against Brunello Cucinelli, filed in January 2024, accusing the Italian luxury fashion brand of infringing its trademarked rectangular tab.
In a complaint filed on January 23, 2024, in San Francisco Federal Court, Levi provided 14 photos of Brunello Cucinelli clothing containing “nearly identical” copies of its tab, which the retailer of denim and other clothing trademarked in 1938.
Levi said consumers would likely be confused, and the company could lose sales and suffer “incalculable and irreparable damage” unless the luxury fashion brand stopped selling its infringing clothing. The lawsuit sought to end sales of infringing products, unspecified damages, including lost profits and other remedies. Levi said repeated attempts to resolve the dispute without litigation were unsuccessful.
Levi Strauss confirmed it had settled the case after the company notified a federal judge in Oakland, CA, on May 7, that it dismissed the case with prejudice (the lawsuit cannot be brought again.)
Terms of the settlement were not disclosed. Levi has also settled similar lawsuits against Kering’s Yves Saint Laurent and LVMH’s Kenzo brand.
Levi brands also include Dockers and Beyond Yoga.
The case is Levi Strauss & Co. v. Brunello Cucinelli USA Inc. et al., U.S. District Court, Northern District of California, No. 24-00399.
Image courtesy Levi Strauss
