Levi Strauss & Co. has brought two new trademark lawsuits this year as it works to protect the red tab sewn onto its jeans, a design feature the company has defended for decades. According to the report, the cases target Brazilian label Farm Rio and Australian brand S/Double, which Levi’s says used tab-like elements that could confuse shoppers and weaken its brand rights.
The company is seeking court orders to stop the allegedly infringing designs and wants the defendants to hand over the disputed products and related materials. The tab trademark, which dates back nearly 90 years, covers the label attached to a seam and can appear in different colors across Levi’s collections, not just the familiar red version.
Enforcement remains central to Levi’s strategy
Trademark experts cited in the report said legacy brands often rely on regular enforcement to preserve the strength of their design rights. Levi’s has previously taken similar action against companies including Rails, 7 for all Mankind and Brunello Cucinelli, and it reached a settlement with YSL in 2019 and another confidential settlement with Brunello Cucinelli in 2024.
The legal push comes as Levi’s continues to lean more heavily on direct-to-consumer sales. The company reported $1.6 billion in second-quarter net revenue, up 8% from a year earlier, while direct-to-consumer revenue rose 11%. It also raised its full-year revenue outlook to growth of 7% to 7.5%, up from its earlier forecast of 5.5% to 6.5%.
Source: modernretail.co
