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Imitation may be the sincerest form of flattery, but that doesn't mean copycattery will hold up in court—at least that's what jeans company Evisu is about to find out.
A few weeks ago, CEO Scott Morrison, who recently joined Evisu from Paper Denim, revealed the company's new "Private Stock" line in WWD—a tribute collection to Levi's 1944 501 jeans, 1890 "Nevada" jeans, and 1917 "Campbell" jeans. No surprise, then that Levi's is suing. "The trademarks of Levi Strauss & Co. are some of our company’s most valuable assets and we protect them diligently with the best interests of the consumer in mind," said Levi's spokesperson Kelley Benander.
· Levi's sues Evisu over tribute jean [WWD]