Denim giant G-Star has started legal proceedings against Danish brands house Bestseller Retail Europe, which operates young fashion chains Jack & Jones and Vero Moda, accusing it of allegedly copying its designs.
G-Star has claimed that Bestseller’s Jack & Jones brand has copied certain G-Star designs including its ‘Elwood’ jeans and attempted to imitate the same look and feel as the brand. The claim relates to Jack & Jones’ ‘Stan Oaska’ jeans.
G-Star also claimed that Bestseller young fashion brand Vila Clothes was selling a shirt with an image of G-Star RAW’s current campaign model Gemma Arterton, which Vila allegedly began selling after the G-Star campaign launched globally.
Bestseller told Drapers that it was yet to receive any summons and did not know the specific content of the claim and therefore could not comment on the accusations.
However, the Danish company said it did not agree that it had infringed G-Star’s right to use images of Arterton and denied that it had used imagery of the actress on the Vila T-shirt in question.
A spokesman for Bestseller said: “No reference is made to Gemma Arterton and there has been no intention that this should look like a picture of her or that Vila should indicate to use her as a model. This T-shirt was an offer sample from a supplier, and Vila has never known or thought of the possibility that the girl on the picture could resemble Gemma Arterton.
“The print on the T-shirt and the fact that G-Star is using Gemma Arterton as a campaign model is a coincidence.”
With regards to claims about the Jack & Jones brand, Bestseller pointed out that two previous court instances in the Benelux region had ruled in favour of Bestseller following claims by G-Star that its ‘Zinko’ jeans were a copy of G-Star’s ‘Elwood’ jeans and that the Benelux Office for Intellectual Property ruled that G-Star’s ‘Elwood’ shape mark was excluded from trademark protection. Bestseller is awaiting the outcome of an appeal against the ruling.
G-Star launched legal proceedings in July 2010 against supplier Rhodi Group, owner of jeans brand Voi Jeans, also accusing it of copying its designs.