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Most likely you have owned a pair of Levi’s blue jeans in your lifetime.

So, what’s the first thing that pops into your head when you think about the brand?

Yep!  Most of you will recall, the little red tab on the back pocket.  This is commonly associated by most consumers with the Levi’s collection.

Recently on April 6th, French, fashion designer Kenzo, was accused by Levi, for infringing on its famous red tab.  The French brand is now facing a lawsuit for trademark infringement.

In Kenzo’s latest collection, modelled by pop star Britney Spears, you will find a similar red tab on the pocket of its trousers.

Levi’s is arguing that Kenzo’s tab is confusingly similar to its own, which could lead to confusion amongst consumers in the marketplace.

It has been reported that Levi’s has previously sent multiple cease-and-desist letters to Kenzo addressing the issue.  However, Kenzo has not responded in accordance.

Levi’s is seeking to gain back on losses due to brand confusion and competition, as well as permanently barring Kenzo from using the tab.

This is an example of the importance to owning rights to your brand.

#OwnYourMark #MakeYourMark