Tag battle as Levi takes on Barbour over labels
SCOTS fashion brand Barbour has clashed with jeans maker Levi – over the use of a tiny tag.
The firm – known for its wax jackets and country clothing – has been warned by the US denim giant to stop stitching its small ‘flag’, featuring its logo, on to its garments.
Levi claims the labels are ‘infringing’ its Tab Device trademark – the red tags sewn on the rear of its jeans – which the firm deems is ‘an enduring symbol’ of its brand.
But after ‘inexplicably’ receiving the cease and desist letter on May 22, Barbour has accused Levi of being a ‘trademark bully’ and filed a lawsuit at New York’s federal court.
The firm – founded by Galloway-born John Barbour in 1894 – says the claim shoppers may confuse the brands is ‘hopelessly flawed’.
It alleges the desist order is a ‘classic example of severe overreaching by a company that has the dubious distinction of being one of the world’s biggest trademark “bullies”’.
Barbour’s lawsuit says Levi is ‘one of the most litigious apparel companies’ and has filed more than 300 trademark actions since 1989.
The firm – which has held royal warrants for decades – submitted excerpts from 18 years of catalogues to prove its history of using tags without complaint. It also says the apparel industry is ‘awash’ with items bearing tags.
No one for Barbour was available for comment.
Levi said the use of tags means its ‘trademark can become diluted’, but added: ‘We look forward to working with Barbour to reach an amicable resolution.’