Levi Strauss has sued Brunello Cucinelli, claiming that the Italian luxury fashion brand infringes on its trademarked rectangular pocket tabs.
In a complaint filed Tuesday night in San Francisco federal court, Levi provided 14 photos of Brunello Cucinelli clothing, including “nearly identical” copies of Brunello Cucinelli tabs. Brunello Cucinelli registered the trademark in 1938 as a retailer of denim and other clothing.
Levi said that unless Brunello Cucinelli ceases selling infringing clothing, it is likely to suffer consumer confusion, lost sales, and “immeasurable and irreparable damage” to its goodwill and reputation. Stated.
The lawsuit seeks suspension of sales of infringing products, unspecified damages, including lost profits, and other relief. Levi said repeated attempts to resolve the dispute without litigation have been unsuccessful.
Brunello Cucinelli had no immediate comment Wednesday.
Levi’s brands also include Dockers and Beyond Yoga.
The San Francisco-based company has filed several lawsuits in recent years to protect its tab, including those against Kering’s Yves Saint Laurent and LVMH’s Kenzo. Both of these lawsuits ended in settlements.
The case is Levi Strauss & Co v. Brunello Cucinelli USA Inc et al, U.S. District Court for the Northern District of California, No. 24-00399.
Written by Jonathan Stempel and Eliza Anzolin.Editing: Bernadette Baum
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