Tisk-tisk…I think we all saw this coming.
In a somewhat unsurprising move, Levi Strauss & Co. has cried foul over Evisu??™s plans to replicate some of the American denim brand??™s most famous pairs of jeans.
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. (WWD)
Evisu may have built their brand to have a cult following over the years, and rightfully so, but the bottom line is, don’t mess with the original denim innovators.
–Nikki Cho Russo
Tags: Evisu, Levi Strauss & Co.