Levi Again Accuses Guess of Stealing Trademark

Levi Strauss & Co., the 148-year-old maker of blue jeans, accused rival pants maker Guess Inc. of stealing its trademarked stitching design again.

Levi Strauss, founded to make sturdy pants for prospectors during the Gold Rush in California, said it’s been using an arced design on its denim pants since at least 1873 and owns two U.S. trademarks for the design, according to a federal lawsuit filed in San Francisco.

Twenty-year-old Guess, already sued in 1996 for using a design akin to Levi’s stitching, has begun selling denim jeans and jackets with a “highly similar” stitching pattern, the new suit contends. The 1996 lawsuit ended with a confidential settlement, so Guess is well acquainted with the Levi Strauss trademark, the lawsuit claims.

The infringement is causing incalculable and irreparable damage to the value of Levi Strauss’ trademark and good name, the firm said.

San Francisco-based Levi Strauss is asking the court to block sales of infringing clothing, order Guess to turn over any profit from clothing sold and award damages.

Executives of Los Angeles-based Guess were not immediately available for comment.

Guess shares fell 21 cents to $5.80 on the New York Stock Exchange. The company had $779.2 million in revenue last year.

Closely held Levi Strauss, which also makes Dockers pants, reported sales of $4.65 billion last year.