Sunday, January 21, 2007

Levi's Pulling the Seams On Japanese Denim

Ohh how the cookie has crumbled. Japanese denim, specifically Japanese "repro" denim companies and those distributing and selling the products of are being sued by Levi's for trademark infringement. Effective this past Friday, January 19th, brands such as Studio D’Artisan, Iron Heart, Toyo/Sugarcane, Oni (BS United), and Samurai have been pulled from store shelves.

I'm sure denim advocates out here in the states are finding them-selves on the edge feeling very blue and green (those who are clever know what I mean). The denim market currently will be in a frenzy for some time. The questions that will arise are:

1. How will the new designs from Japanese "repro" denim companies, reflect the classic aesthetics of LVC denim without infringing upon their intellectual property rights?

2. Will the new designs meet the standards of the retailers and consumers that were previously stocking and buying their products?

3. How will this affect the business of boutique shops that structured their business model on this niche market product?

4. How intense will the post-market effects contribute to an upsurge in re-selling and/or black market Japanese "repro" denim being produced?

For more info on the case check out Foosh

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