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Gucci Brothers Barred From Using Family Name To Hawk Handbags

| Filed under: Fashion SmashionLegal MattersGucci

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Some families will never learn.

After years of being told they can’t use their family’s name to promote their private business ventures, the Guccis are still at it!

A court in Florence found brothers Alessandro and Guccio Gucci, the great-grandsons of Gucci founder Guccio Gucci, guilty of trademark infringement for "illegitimately" using the names 'Gucci' and 'Guccio Gucci' to promote their handbag and accessories line To Be G Srl.

The judge said in the ruling:

"[It] 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."

Upon hearing the news Gucci said they were happy with the decision and hopes the judgement will "represent a significant deterrent to anyone else who intends to illegally exploit the brand Gucci."

It makes sense, but if Guccio Gucci has the same name as his great-grandfather, then how is he supposed to promote his business?

[Image via Gucci.]

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