Forever 21 and Gucci Argue Over Cease and Desist Letters

Forever 21 has been receiving cease and desist letters from Gucci since last year and now both brands are arguing over the letters and filing claims in the U.S District Court for the Central Disctrict of California’s Western Division.

According to an article on Fashionista, Forever 21 has been receiving cease and desist letters from Gucci since December last year. Now, both brands are arguing over the letters and filing claims in the U.S. District Court for the Central District of California’s Western Division.

Gucci has been sending cease and desist letters to the brand since last year in December, demanding it stop selling clothing items and accessories that feature “any and all use” of blue and red stripes. Gucci sent a second letter earlier this year in January and a third letter in February, which also requested the brand stop using its well known green and red stripes.

The items Gucci is referring to are a stripes choker, jackets with striped trim, and a striped sweater. Gucci alleges the stripes used on these items are too similar to the brand’s signature stripes.

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The brand has since responded by filing a claim in the U.S. District Court for the Central District of California’s Western Division in which the brand says, “Forever 21 is not infringing any Gucci trademark. Gucci’s trademark registrations relevant to this dispute should be canceled. Gucci’s pending applications should not proceed to registration. This matter is ripe for a declaratory judgment.”

Gucci released a statement saying,

Forever 21’s reputation for being accused of profiting from the trademarks and copyrights of others, including Gucci, is well established. Now, in an effort to distract from its blatant infringements, Forever 21 is attempting to attack some of Gucci’s most famous and iconic trademarks. This will not deter Gucci from pursuing its own claims against Forever 21 as part of its ongoing commitment to the protection of its valuable intellectual property rights and distinctive brand identity.

Gucci has, however, been accused of copying independent artists after the Gucci Cruise 2018 show in May.

Gucci also filed two counterclaims in the U.S. District Court for the Central District of California’s Western Division for trademark infringement, unfair competition, and dismissing the brand’s claims from earlier this year.

Gucci released a statement saying,

Gucci has today taken steps to finally put an end to U.S. mass retailer Forever 21’s blatant exploitation of Gucci’s famous and iconic blue-red-blue and green-red-green stripe webbing trademarks. In two filings today in the United States District Court, Central District of California, Gucci has asked the Court to dismiss the spurious claims that Forever 21 lodged on June 26, 2017, and has brought counterclaims against Forever 21 for willful trademark infringement, trademark dilution, and unfair competition.

Forever 21 has not responded to requests for comment.

So, what do you think? Will Forever 21 stop selling striped clothing and accessories? Let me know in the comments below. Also, don’t forget to subscribe to get new posts sent directly to your inbox and follow me on Facebook, Instagram, and Snapchat.


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