Last week’s guilty verdict in the case Gucci Group Vs. ToBeG Srl, marks another milestone among the brand’s Gangsta-chic achievements.
Gucci Group, parent to luxury companies such as Balenciaga, Gucci, Stella McCartney, Saint Laurent and Alexander McQueen, is suing great-grandson of the brand’s original founder, Guccio Gucci (after whom he is named) and his brother Alessandro. The suit is a result from the brothers’ using the name “Guccio Gucci”, when marketing their own handbags and accessories lines, ToBeG Srl.
The Florentine court ruled Guccio guilty stating that the name usage “constitutes an act of unfair competition to Gucci’s detriment because the advertising materials of the defendant caused confusion with Gucci’s products and business activities and took unfair advantage of the qualities and reputation of Gucci’s products.”
“BUT MY NAME IS GUCCI!!!” -Guccio Gucci 2012
In the past- Gucci Group has successfully sued family members Jennifer Gucci, Gemma Gucci, Cosimo Gucci, and Elisabetta Gucci for all trying to start companies using their own names.
As tragic as this sounds- take a look at some other dramatic milestones on the brand’s mantel:
1935 to 1936: The League of Nations implements embargo against Italy, Gucci finds alternatives to imported leather and other materials. It develops a specially woven canapa, or hemp, from Naples, printed with the first signature print — a series of small, interconnecting diamonds in dark brown on a tan background. Gucci’s first successful suitcases are made from it.
1993: Maurizio Gucci transfers his shares to Investcorp, ending the family’s involvement in the firm.
and the kicker…
1995: Maurizio Gucci is gunned down by a hit man commissioned by his ex-wife, Patrizia Reggiani.
For the entire Dallas rivaling drama- read The House Of Gucci the brands scandal-filled biopic.