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vThe fast fashion retailer seeks protection against a threat of trademark litigation from the Italian house.


After multiple cease-and-desist letters from Gucci, Forever 21 is seeking protection against a threat of trademark litigation. The fast-fashion retailer filed a legal complaint on Monday in the U.S. District Court for the Central District of California's Western Division. 

"Forever 21 is not infringing any Gucci trademark," states the case document. "Gucci's trademark registrations relevant to this dispute should be canceled. Gucci's pending applications should not proceed to registration. This matter is ripe for a declaratory judgment."

Legal counsel for Gucci had sent Forever 21 cease-and-desist letters as early as December 2016, demanding that the retailer discontinue sales on clothing items and accessories that feature "any and all use of" blue-red-blue stripes. A second letter was sent in January 2017, followed by a third letter in February, which expanded the demand to blue-red-blue stripes, as well as green-red-green stripes. The Forever 21 pieces in question include a striped choker, multiple bomber jackets with striped trim and a striped sweater. Gucci notes that the striped details are "confusingly similar" to the Italian house's own signature stripes.

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