Levi Strauss sues Brunello Cucinelli for counterfeiting

The famous jeans brand Levi Strauss has filed a complaint against Brunello Cucinelli for using labels similar to its own. In the past, Levi Strauss and other luxury brands have settled out of court over the same issue.


Luxury brands are often victims of counterfeiting. They are also sometimes accused of doing so…

On January 23, Levi Strauss filed a complaint against Brunello Cucinelli in federal court in San Francisco.

The Italian cashmere brand is alleged to have used a label on certain garments that mimics the famous rectangle registered by the Californian jeans brand in 1938.

Amicable settlement

Before reaching this extreme legal position, Levi Strauss reportedly tried, unsuccessfully, to resolve the dispute amicably with Brunello Cucinelli. Such negotiations, for similar reasons, had been successful in two previous cases, with two even more illustrious Houses (Yves Saint Laurent (Kering) and Kenzo (Lvmh).

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Featured Photo: © Levi Strauss/Unsplash

Picture of Sophie Michentef
Sophie Michentef
Sophie Michentef has worked for more than 30 years in the professional press. For fifteen years, she managed the French and international editorial staff of the Journal du Textile. She now puts her press, textile, fashion, and luxury expertise at the service of newspapers, professional organizations, and companies.

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