A legal battle between a small clothing company in Italy and Apple, in the United States, began in 2012 over a company name. Specifically, that clothing company wanted to call itself “Steve Jobs.”
Now, la Repubblica Napoli is reporting that Apple has lost the legal battle, in which it was going over the trademark of the clothing company’s intended name and logo, and, as a result, that company can now officially use “Steve Jobs” as its name. Vincenzo and Giacomo Barbato are the brothers behind the company, and decided to use Steve Jobs’s name for their fledgling enterprise after they realized Apple hadn’t trademarked the name.
The Giacomo brothers have been making clothes and other accessories for quite some time, but namely for other companies, until they decided to venture off on their own. That effort is the Steve Jobs company, which includes a logo of a “J” with what appears to be a bite taken out of it. There’s even a very Apple-like leaf atop it.
However, the court handling the case ruled that a “J” isn’t edible so that can’t be a bite taken out of it. Which means the logo can’t be ripping off Apple’s iconic logo. The court has officially upheld the brothers’ trademark for its company.
Interestingly enough, the Giacomo brothers have said that while clothing and accessories is a starting off point, they do plan on selling electronics at some point in the future. What those electronics will be remains unknown, but the Steve Jobs company apparently aims to sell devices that could theoretically go up against Apple’s own creations.
It’s almost ironic that Apple’s decision not to trademark something has made this a situation at all. It’s honestly bad enough that anyone would want to use the name of Apple’s co-founder and former CEO as the title of their company, even one as random as a clothing brand, and it genuinely feels pretty low. It gets even worse when you consider the Steve Jobs company’s plans to launch electronics in the future.
This tells me they believe they need a recognizable name to piggyback off of, rather than just create must-have devices.
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