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‘Steve Jobs’ jeans, anyone?

Dec 29, 2017 | Blog

An Italian company started by the brothers Vincenzo and Giacomo Barbato, after years of legal battles has won the right to use the tech icon’s name ‘Steve Jobs’ for their company including, some might say, a slightly demolished version of Apple-style logo. The brothers decided to use Steve Job’s name in 2012 when they were starting a clothing company and noticed that Apple had never trademarked his name. “We did our market research and we noticed that Apple, one of the best known companies in the world, never thought about registering its founder's brand, so we decided to do it", as the brothers said. The logo that they designed is the letter “J” topped by an Apple leaf with a semi-circular cut on the side that looks a lot like the bite out of the Apple’s apple. This similarity of the logos was the reason why Apple sued the brothers. However, after the courts question whether the letter “J” is edible or not, was answered as “No”, and thus the cutout in the letter cannot be perceived as a bite, the court decided the logo was not a copy of Apple’s. The outcome of this legal battle was decided in 2014, but Vincenzo and Giacomo Barbato weren’t able to discuss the case until now, as their claim on the brand was not settled until 2017.

Things like these apparently happens often in Italy, as this is not the first case of some small company trying to find a loopholes to steal the brand or name. Yet another clothing company took the name “Franklin & Marshall” for their brand, which also happens to be a real college in Pennsylvania. Nonetheless, the brothers will continue working on products under ‘Steve Jobs’ brand, including jeans, bags, t-shirts, and other fashion accessories, but they mentioned that their eventual plan and goal is to release electronics. That being said, there is no word about if “i” or “Mac” words will be a part of it, but it will not be a surprise if ‘Steve Jobs’ phone will compete one day right next to Jobs’ very own iPhone.