Levi Strauss sued Brunello Cucinelli for trademark violation. The red rectangular pocket tab on the trousers is the topic of the lawsuit, and the Italian menswear brand is accused of infringing the patent. According to Reuters, the American denim specialist has filed a complaint in federal court in San Francisco, claiming that 14 items of Brunello Cucinelli clothing with their characteristic red tab could be misleading to consumers, with "incalculable and irreparable" sales repercussions. Levi Strauss is believed to have made unsuccessful attempts to resolve the matter outside of the courts. Brunello Cucinelli refuses to comment on the situation. The action now seeks a stop to sales of the infringing products, as well as monetary compensation for losses such as lost revenue and other measures. This isn't the first time the American firm has attempted to defend its distinctive label, which was registered 85 years ago. Kenzo was charged in 2018, and Saint Laurent was charged in 2019, but both cases were settled by a mutual agreement.
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