They said/We said: Gucci takes on Guess for copyright infringement

Let the battle of the Gs begin! After a three-year-long feud, Gucci faced off with Guess (who are currently celebrating 30 years in the biz) in federal court, claiming the their products infringe on Gucci’s trademarked designs.

Gucci first sued Guess way back in 2009, accusing the more affordable G-named brand of retailing items with similar trademarks such as Gucci’s noted green-and-red-striped design, a square G, script and the interlocking G’s in a diamond pattern.

On Gucci’s side, lawyer Louise Ederer argues that Guess had a “massive, complicated scheme” to knock them off claiming the brand profited off over $200 million in Gucci-like gear. The luxury label is seeking $124 million in damages.

On the opposing side, Guess’s attorney Daniel Petrocelli claims that because Gucci waited seven years before going ahead with the suit, their infringement claim cannot be accepted.

Petrocelli adds: “[Guess] has no reason to be like Gucci and it did not scheme to be like Gucci.” He also plays the self-depreciation card by pointing out “Gucci uses leather, Guess uses plastic.” Fair enough, but we can certainly see the similarities and understand why Gucci would want to protect its logo in an industry where brand recognition is everything.

Who knew the letter “G” could cause so much gabble! Guess we’ll have to wait and see how this G’spat plays out.


Fashionista: “It’s not the worst point to make—the quality of Gucci products should be on a totally different level from Guess […] This probably isn’t the way Guess wanted to ring in 30 years. [Fashionista]

Refinery29: “The outcome of the intellectual property case could reveal plenty more about how design teams — both mass and luxury — create their product… But we think we’ve settled on the easy verdict. Let’s just all recognize the logo is kinda cheesy, scrap it, and start over? Cookies for everyone!” [Refinery29]


Caitlan Moneta, fashion market editor: “In an age where brand recognition and designer loyalty is king, it’s no wonder Gucci is digging in their logoed heels.”