Levi Strauss Files Trademark Lawsuit Against Seven For All Mankind Over Jean Tab Design
Levi Strauss & Co. has filed a federal lawsuit in California against Delta Galil USA, Inc. and its subsidiaries that operate the Seven For All Mankind brand, accusing them of infringing and diluting its famous “Tab” trademark, the small fabric tag sewn into the seam of Levi’s jeans that has become one of the most recognizable features in fashion.
Filed on October 22 in the Northern District of California, the complaint alleges that Seven For All Mankind has copied the tab design by placing similar tags on the pockets of its garments. Levi Strauss claims the imitation is likely to confuse consumers and trade on its long-standing reputation, which the company says has been built over nearly 150 years of use and global recognition.
The San Francisco-based denim maker introduced the Tab trademark in 1936 and registered it two years later. Levi Strauss notes that the tab appears across its collections, collaborations, and retail services, including versions such as SilverTab and Orange Tab. The feature is described as a distinct marker of authenticity that has remained a defining part of Levi’s identity for generations.
The company claims that Seven For All Mankind has been manufacturing and selling clothing that uses similar folded cloth tabs on the outer seams of jeans, jackets, and other apparel. The lawsuit alleges these garments are designed to resemble Levi’s products and that the similarity is deliberate. Levi Strauss is seeking to stop production and sales of the items, along with monetary damages and attorneys’ fees.
Under the Lanham Act, a federal trademark law enacted in 1946, companies may sue competitors for using marks that are confusingly similar to their own. This includes claims of trademark infringement and unfair competition when a brand’s design or symbol could mislead consumers about the origin of a product. Levi Strauss also brings a claim under the Trademark Dilution Revision Act of 2006, which protects famous marks from uses that diminish their uniqueness, even without direct competition.
Trademark dilution differs from infringement because it focuses on preserving the singular identity of a well-known mark rather than preventing confusion among buyers. Levi Strauss argues that Seven For All Mankind’s use of a similar tab weakens the distinctive association consumers have with Levi’s craftsmanship and heritage.
The lawsuit also cites California’s unfair competition and trademark laws, which prohibit misleading business practices and the misuse of established brand identifiers. Levi Strauss seeks injunctions to prevent further sales and to require the company to turn over any remaining inventory bearing the disputed design.
Before taking legal action, Levi Strauss states that it attempted to resolve the issue directly with Seven For All Mankind but could not reach an agreement. The company maintains that the continued sale of the garments causes irreparable harm to its reputation.
