Friday, December 29, 2017

Steve Jobs: The Italian Clothing Brand

Every once in a while, you come across a story like this and you have to read it twice. But then you realize, if it was possible, someone had to do it. Today, we look into how an Italian clothing brand acquired the right to use "Steve Jobs" as its name [Source: The Verge]. Vincenzo and Giacomo Barbato had a clothing brand and named it "Steve Jobs" in 2012 since Apple did not have it trademarked. Interesting choice, seeing as the brand had a stunning lack of black turtle necks. But it doesn't stop there. Their logo is a "J" with a bite taken out of the side, with the signature Apple leaf on top. Apple obviously sued, but the brothers won the right to use the name and logo. Apparently, the letter "J" isn't edible. Shocking, I know. But because of that, it would not be mistaken for an apple. Personally, when I look at the Apple logo, I'm not reminded of the fruit the most of the time, just because the logo is so iconic. But that aside, when the context is Steve Jobs, I'm immediately going to think that the clothing brand has some association with Apple. At this point, how could a story that's so bad, it's good, get any better? According to Business Insider Italia, these brothers are working on selling electronics. A bit of a leap from clothing to technology. I'm sure they will be amazing. 

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