The US brand accuses a UK online clothing firm of trademark infringement over pocket tabs and stitching designs | Suit claims similarities have caused consumer confusion, harmed reputation, and affected the distinctiveness of Levi Strauss’s marks.

Levi Strauss, the iconic American apparel manufacturer, has filed a trademark complaint against a UK fashion brand for using similar pocket tabs and stitching designs on its clothes.

The complaint, filed in the US District Court for the Northern District of California on April 2, 2024, accused Blakely Clothing of trademark infringement, dilution, and unfair competition.

Blakely Clothing, founded in 2012 and headquartered in Norfolk, specialises in online retail, offering a range of men’s and women’s fashion.

Levi Strauss, with a 150-year history, is known for its apparel brands—notably the Levi’s line, which has become a “staple of American culture”, according to the suit.

The San Francisco-based company alleged that its trademarks, including the ‘Arcuate’ and ‘Tab’ trademarks, are integral to its identity and have been used extensively on its products.