The epic battle between Gucci and Guess has seen some exciting action from both sides. The Italian court in Milan has ruled in favor of Guess and even cancelled Gucci’s diamond pattern, G logo and “Flora” pattern trademarks. Ask you can imagine, Gucci is not pleased.
A release from the fashion house read,
“…Guess’ use of trademarks similar to Gucci’s ones – famous, well-known and appreciated around the world – displays an unlawful and parasitic free-riding on Gucci’s trademarks and, in general, on its brand image,”
The saga started in 2009 when Gucci filed a copyright suit against Guess for allegedly ripping off design elements, like its red and green stripes and its “G” logo. Gucci took the case to several courts internationally; Italy, USA, China and France. In 2012, the US court in New York ruled in favor of Gucci and ordered Guess to pay US$4.7 million, which later got reduced to US$456,183. Gucci actually asked for US$221 million.
The cases in China and France are still pending.