Published: Fri, December 29, 2017
Industry | By Dora Warner

Steve Jobs Jeans Wins Apple Lawsuit Because Letters Aren't Fruit

Steve Jobs Jeans Wins Apple Lawsuit Because Letters Aren't Fruit

The legal feud began back in 2012 when two brothers, Vincenzo and Giacomo Barbato, realized that Apple surprisingly hadn't trademarked the name of its founder and decided that Steve Jobs would be the ideal name for their clothing brand. Vincenzo and Giacomo Barbato have finally proven victorious after a multi-year legal battle regarding the rights to call their clothing brand "Steve Jobs". The pair were already in the process of starting their own clothing and accessory company, after spending years creating products for other brands, and decided that "Steve Jobs" would be the flawless name for their new brand. The company's logo is a stylized "J" with a bite taken out of it and a suspiciously familiar leaf.

Apple CEO Steve Jobs, known for his trademark black turtleneck and plain blue jeans, now has his name trademarked on jeans in Italy.

. The brothers originally chose the name back in 2012, one year after Jobs' untimely death, when they found out that Apple had not trademarked his name, a definite head-scratcher from a business perspective.

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While at first this might seem like an absolutely ridiculous idea, what better way to get your start-up clothing company into people's minds than to name yourself after one of the gods of modern day technology? The IPO decided that the Barbatos' logo didn't infringe on Apple's own trademarked icon. That case failed, says the piece, because the European Union ruled that a letter was not edible, therefore the missing piece could not be a bite mark.

The brothers now claim to have full legal right to use the name and logo globally. But their ambitions may very well stretch beyond clothing. They discovered that "Steve Jobs" wasn't trademarked and decided on that.

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Despite their obvious attention-grabbing plans, the brothers insist that they'll "respect" the name of Steve Jobs.

A Steve Jobs by any other name doesn't sound as sweet, but is perfectly legal.

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