Levi’s sues Brunello Cucinelli over trademarked tab

Levi Strauss has sued Brunello Cucinelli, accusing the Italian luxury fashion brand of infringing its trademarked rectangular pocket tab.

Levi submitted 14 images of Brunello Cucinelli apparel that had “nearly identical” replicas of its tab, which the retailer of denim and other apparel copyrighted in 1938, in a case filed in federal court in San Francisco.

If Brunello Cucinelli continues to market its infringement-causing apparel, Levi warned that it will probably lose sales, confuse customers, and suffer “incalculable and irreparable damage” to its goodwill and reputation.

The action requests further remedies, including damages, including lost earnings, and the cessation of sales of infringing products. Levi said that numerous attempts to settle the disagreement out of court had failed. Brunello Cucinelli had no immediate comment on the matter.