Italian fashion designer Brunello
Cucinelli on Friday defended his business integrity and the
originality of his creations after Levi Strauss sued him for
allegedly infringing its trademarked rectangular pocket tab.
Brunello Cucinelli "has always given value to the originality
of his creations and the integrity of his business practices",
said the luxury fashion brand based in Umbria after the American
jeans giant filed a lawsuit in San Francisco federal court
claiming it "has illegally appropriated the famous LS&Co. label
as a symbol of their clothing".
In its submission, Levi provided 14 photos of Brunello Cucinelli
garments including "nearly identical" copies of its tab.
In a statement the designer said the "elements, present on a
very limited number" of items, "represent a unique ornament,
designed exclusively for aesthetic purposes".
"They are distinguished by their different length, shape and
position on the various garments to which they have been affixed
and never incorporate the logo or our brand".
Cucinelli also said he gad "grown up with the myth of Levi's
jeans".
"I believe for entire generations they have represented the idea
of the American dream combined with a unique and inimitable
taste," he added.
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