Dive Brief:
- Levi Strauss & Co. has filed a trademark infringement complaint against Philipp Plein International and Philipp Plein Americas, according to court documents last month.
- The denim giant is requesting a jury trial in the complaint, which centers around the luxury brand’s alleged use of Levi’s tab trademark, which frequently appears on Levi’s apparel.
- Attorneys for Levi’s point to black tabs on Philipp Plein apparel that read “Plein” as the reason for infringement. They claim that Levi’s has suffered monetary and reputational damages due to Plein’s products featuring this detail.
Dive Insight:
Levi’s owns several variations of the tab trademark, which comes in multiple colors and features different phrases including the word “Levi’s” and the copyright symbol.
The complaint was initially filed on Dec. 16, 2024, in the U.S. District Court for the Northern District of California. It was granted clearance to be handled by a magistrate judge on Monday.
Attorneys for Levi’s said the use of the tab was likely to create confusion and deception among consumers and create a false association between the brands.
The company’s tab trademark has been the center of other legal disputes, including one in September 2023, when Levi’s sued Japan-based denim maker FullCount Co. That case is ongoing.
Spokespeople for Philipp Plein and Levi’s didn’t immediately respond to Fashion Dive’s request for comment.
The Plein Group, which owns Philipp Plein, Plein Sport and Billionaire, was initially founded by Philipp Plein as a furnishing venture and entered the fashion space in 2004. The company opened its first flagship store and commercial showroom in 2008.
Meanwhile, Levi’s, which also owns Dockers and Beyond Yoga, recently reported Q3 revenue of $1.5 billion, flat compared to the same period last year. The company is considering selling off the Dockers brand, which its CEO said has been underperforming for some time.
