Levi’s Sues Evisu Over Tribute Jean
Levi’s is very protective over their throne in the denim industry. WWD.com reported today that the company is suing Japanese brand Evisu, over a collection of jeans they designed in tribute to Levi’s:
The San Francisco-based company filed a trademark infringement suit against its younger competitor on March 26. The action came a little more than two weeks after Evisu chief executive officer Scott Morrison revealed details of the upcoming “Private Stock” line to WWD on March 11. At the time, the Japanese brand said the limited edition run, set to ship for fall, would pay homage to Levi’s 1944 501 jeans, its 1890 “Nevada” pair and its 1917 “Campbell” jeans.
In its complaint, filed in U.S. District Court in San Francisco, Levi’s alleges the Evisu line will lead to customer confusion, cause a false association between the two companies and cause it to lose sales.
Evisu’s Morrison didn’t return a call seeking comment on Wednesday. When he revealed plans for Private Stock, he said Evisu was“merely taking inspiration from our past and paying homage to one of the oldest, or historically relevant, jeans in existence, which in this case happens to have been an amazing pair of Levi’s.”
“We’re not remaking a Levi’s jean, nor are we claiming that this is a Levi’s jean,” Morrison said.