This week’s BL Business Branding Newsletter spotlights a new trademark battle between two denim powerhouses — Levi Strauss & Co. and 7 For All Mankind. Levi’s has filed a lawsuit accusing Seven’s parent company, Delta Galil USA, Inc., of infringing and diluting its iconic “Tab” trademark, the small fabric tag stitched into the seam of Levi’s jeans, a symbol that’s been part of the brand’s fabric for almost 90 years.
The complaint alleges that 7 For All Mankind copied the look of Levi Strauss & Co. trademarked tab by placing similar tags on its clothes, potentially confusing consumers and sewing doubt into Levi’s well-worn reputation. Levi’s argues that the imitation threatens to fade the distinctiveness of their most recognizable design features, which they first introduced in 1936 to set their jeans apart from the rest of the rack.
For Levi’s, the Tab isn’t just decoration; it’s stitched into the seams of the company’s identity. Over the decades, the tag has appeared across countless collections, symbolizing quality and authenticity. According to the lawsuit, 7 For All Mankind has been selling jeans, jackets, and other apparel featuring similar folded cloth tabs in almost identical placements, a move Levi’s claims they are doing to purposely mimic their look.
Levi’s believes the imitation of their design weakens the uniqueness of its famous mark, even if consumers aren’t directly confused about who made the jeans. They argue that Seven’s similar design threatens to water down what the tab stands for, and by putting a similar tag on its own products, Seven risks making the iconic detail feel less exclusive. For a brand built on recognition and loyalty, this could slowly dampen the value and image that Levi’s has spent generations stitching into its identity.
What Can Businesses Learn From This?
Levi’s lawsuit highlights the fine line between inspiration and imitation, especially when it comes to iconic design elements that define a brand’s identity. This serves as a reminder that trademark protection extends well beyond logos and names. Signature design elements, such as color schemes and stitching patterns, can carry legal weight. Brands expanding into new markets or collections should carefully vet their designs to ensure they aren’t stepping on another’s creative footprint. At the same time, established companies must defend their trademarks to preserve their distinctiveness, because in branding, even the smallest tag can tell a big story.
Need guidance on how to protect your brand? Reach out to our BL Trademark Team by reaching out to Seth Berenzweig at sberenzweig@berenzweiglaw.com.