The complaint, which The Business of Fashion reports was filed with the US District Court in San Francisco, after the launch of its "Kenzo presents Britney Spears-La Collection Memento No 2" line last month.
Levi's has alleged that Kenzo's activities threaten to cause the denim brand to lose sales, suffer ”, and confuse shoppers. It has sewn its signature folded cloth ribbons in the seams of its trouser pockets since 1936, to provide "sight identification" for its products.
In the filed lawsuit, Leo Christopher Lucier, Levi's national sales manager back in 1936, is reported to have said that “no other maker of overalls can have any other purpose in putting a coloured tab on an outside patch pocket, unless for the express and sole purpose of copying our mark, and confusing the customer.”
At the time of writing, Kenzo has not responded or complied with the cease-and-desist letters to stop selling clothing bearing similar tabs to Levi Strauss & Co.
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