A Steve Jobs by any other name doesn’t sound as sweet, but is perfectly legal.
An Italian clothing and accessories company called Steve Jobs won a five-year-long trademark battle against Apple for using the name of its founder.
The brothers in charge of the Italian Jobs jeanswear company, Vincenzo and Giacomo Barbato, noticed the name was not trademarked by the tech giant, so they started their company with the founder’s name in 2012.
Despite Apple’s attempts, the European courts have granted the brothers the right to use the name — and logo: a J with a bitten chunk and a leaf dotting it, in a familiar design.
Apple CEO Steve Jobs, known for his trademark black turtleneck and plain blue jeans, now has his name trademarked on jeans in Italy.
It’s this design that may have doomed Apple’s attempt at reclaiming the name. According to Business Insider Italia, Apple focused on the logo and because the J isn’t a fruit, the brothers told the outlet, the chunk cannot be a bite, as in the Apple logo.
The decision from the European Union Intellectual Property Office was handed down in 2014, but the brothers are finally able to talk about it after further securing their legal rights globally.
Italian Steve Jobs currently makes jeans, clothing and accessories, but they hope to venture into electronics soon.
(Steve Jobs via Facebook)
The brothers likened their legal battle with the Cupertino-based company as a battle of David versus Goliath, but it’s always important to remember that David wins that one.
The two Italians told Business Insider Italia that they also plan on making electronics with the Steve Jobs name with a Chinese brand, but won’t reveal what kind just yet.