The iconic Levi’s jeans have become a symbol of global fashion, recognized everywhere by their signature look—and especially by the distinctive cloth tab stitched into the back pocket. In October 2025, that trademarked design landed Levi Strauss & Co. at the center of a headline-making lawsuit against major denim rival Seven For All Mankind and its parent company Delta Galil USA, Inc., alleging infringement and dilution of what Levi’s calls one of the most recognizable features in fashion.
The Legal Complaint: Why Levi Strauss Is Suing
The lawsuit was filed in the California federal court on October 22, 2025. Levi Strauss claims that Seven For All Mankind has copied the Levi’s Tab trademark by placing similar tags on the pockets of its garments. According to Levi’s complaint, the imitation is likely to confuse consumers and trade on its long-standing reputation, which the company says has been built over years of use and global recognition. The tab appears across Levi’s collections—including the classic SilverTab and Orange Tab ranges. Levi’s calls the tab a distinct marker of authenticity and a defining part of Levi’s identity for generations.
The Alleged Infringement: What’s At Stake
Levi Strauss argues that Seven For All Mankind has been manufacturing and selling clothing that uses similar folded cloth tabs on the outer seams of jeans, jackets, and other apparel. The garments are allegedly designed to resemble Levi’s products, and the similarity is deliberate. Levi Strauss seeks to halt the production and sale of the items, along with monetary damages and attorneys’ fees.
Under the Lanham Act, a federal trademark law enacted in 1946, companies may sue competitors for using marks that are confusingly similar to their own. This includes claims of trademark infringement and unfair competition when a brand’s design or symbol could mislead consumers about the origin of a product. Levi Strauss also brings a claim under the Trademark Dilution Revision Act of 2006, which protects famous marks from uses that diminish their uniqueness, even without direct competition.
Trademark dilution differs from infringement, focusing on preserving the singular identity of a well-known mark rather than preventing confusion among buyers. Levi Strauss says that the allegedly copied tab weakens the distinctive association consumers have with Levi’s craftsmanship and heritage.
California Law and Direct Negotiation Attempts
The suit cites California’s unfair competition and trademark laws, which prohibit misleading business practices and the misuse of established brand identifiers. Levi Strauss seeks injunctions to prevent further sales and to require the company to turn over any remaining inventory bearing the disputed design. The company maintains that the continued sale of the garments causes irreparable harm to its reputation.
Why the Pocket Tab Is a Legal Battlefield
Levi Strauss has vigorously defended its trademark across the globe. The company has sued numerous rivals—from Brunello Cucinelli in Italy to FullCount in Japan, and even famous designer Yves Saint Laurent—over what it considers nearly identical copies of the tab, arguing in every case that imitation blurs the strength of its branding and confuses buyers.
Business Lessons: Brand Assets Are Defended Aggressively
Intellectual property is crucial in fashion, and the Levi Strauss lawsuit serves as a high-profile example of how companies utilize the law to defend their original designs for generations. The dispute between these two major apparel companies highlights the growing importance of trademark and intellectual property protection in today’s highly competitive market.
To avoid costly infringement suits, brands must ensure their designs don’t closely mimic protected identifiers, especially visual features with established market fame. Even without direct competition, the dilution law can block similar uses.
What Happens Next?
If the court sides with Levi Strauss, Seven For All Mankind may be required to halt sales, destroy its current inventory, and pay damages. The outcome will set a precedent for how far denim giants, and fashion brands in general, can go in defending visual trademarks in an era of constant imitation and rapidly changing trends.
The Future of the Tab
The Levi Strauss pocket tab lawsuit isn’t just about denim; it’s a lesson in brand stewardship, design originality, and the power of trademark protection. For nearly 150 years, Levi’s has built its reputation on a recognizable features. As legal disputes escalate, the company’s willingness to fight for its assets shows just how valuable a simple piece of fabric can be in the world of global fashion.
