Levi Jeans has apparently focus even less on style and actually trying to sell its jeans, and more on litigation lately, having become the most litigious company in the appeal industry.
According to The New York Times, Levi has started to pursue companies that it believes has violated United States Patent and Trademark No. 1,139,254, which defines the pentagon shaped pocket surrounding a childlike drawing of a seagull in flight that was issued to it 133 years ago.
In 2001 Levi filed nearly 100 against its competitors. That was far more than GM, Walt Disney, Nike and other companies that actually have something to protect.
As stated in the article, Levi's competitors say the lawsuits are the last resort of a poor loser, a company that has lost billions in sales, laid off thousands of workers and flirted with bankruptcy as the denim industry exploded.
“They missed the boat,” said Tonny Sorensen, chief executive of Von Dutch Originals, a six-year-old denim and clothing manufacturer sued by Levi’s six months ago for allegedly borrowing the company’s double arcs for a back-pocket design. “Now they want to make a lot of noise and scare people away.”
Levi's North America President says its competitors need to be "more innovative". You mean like Levi who is apparently relying a design developed over 133 years ago? Levi cannot seem to rise to the $200 a pair jean craze. Kids obviously think the jeans are no longer cool. That being the case I can hardly see how using a 133 year old pocket design is keeping Levi from achieving what others have. It would seem to tell you that the pocket is not an issue
Levi says it is simply trying to preserve its intellectual property rights, just like pharmaceutical companies that sue generic drug makers over their patents. But, Lipitor is not 133 years old. Further, Levi, contrary to its own thinking, does not have medicinal properties. "Levi's will lower your bad colesteral". I do not think so. They cannot even help me build a good looking butt. Baggy-ass jeans.
It is important to keep in mind that Levi’s sales have plummeted more than 40 percent since 1996 to $4.1 billion, forcing it to close dozens of factories and lay off nearly half of its workforce, or 7,600 employees, in the last five years.
I think Steven Shaul, the founder and chief executive of Jelessy Jeans, got it right when he said,
“Why would I use Levi’s stitching? If my jeans sell for $200, I would not knock off $40 jeans from Levi’s.”
As it is, the only Hot Pocket I am even remotely interested in is the one that gets as hot a lava on the inside when you nuke it a little too long.
Even eat enough of these and Levi Jeans will be too baggy in the butt.
I like its Dockers brand, though. Now those pants are made for fat boys.
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