Denim manufacturer Levi's takes legal action against a Japanese competitor for violating its trademark rights
In a move to safeguard its iconic brand, American clothing company Levi Strauss & Co. has initiated legal action against Japanese jeans manufacturer FullCount Co. in the United States District Court for the Northern District of California. The lawsuit, filed on Sept. 12, alleges copyright infringement and unfair competition.
The complaint asserts that FullCount has violated previous injunctions issued in 2009 and 2018. These injunctions prohibited FullCount from utilizing any word, term, name, or symbol that could cause consumer confusion about its relationship with Levi's, and from manufacturing, licensing, selling, or displaying any garment that mimics Levi's trademarks.
The lawsuit involves several Levi's trademarks, including the back pocket embroidered arch design, the Levi's branded tab, the authenticity guarantee ticket, and the 501 trademark. The complaint also mentions a tag on multiple FullCount products that includes the word 'Levi'. Furthermore, FullCount products are said to feature a red tab with a trademark logo, similar to Levi's.
Levi's is seeking a jury trial, preliminary and permanent injunctive relief, and financial compensation in the lawsuit. Two U.S.-based retailers, Franklin and Poe Trust Company and Standard & Strange, are named as defendants in the case.
This is not the first time Levi's has taken legal action against FullCount. In 2009 and 2018, the courts granted Levi's injunctions against FullCount in both instances.
Neither Levi's nor FullCount responded to Fashion Dive's request for comment. The outcome of this lawsuit could have significant implications for the denim industry and the protection of trademarks.
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