Italian Brothers Start "Steve Jobs" Company and Apple Can't Stop Them

Italian Brothers Start

They put the name on their clothing line and quickly found themselves in the middle of a lawsuit with Apple. Italian brothers Vincenzo and Giacomo Barbato have won a prolonged battle against Apple in an Italian court, which enables them to call their company "Steve Jobs".

The battle in the courts began in 2012 when Vincenzo and Giacomo Barbato realised that Apple had failed to trademark Jobs' name, La Repubblica Napoli (in Italian) reported. The brothers told Business Insider that as aspiring innovators, they hoped to name their company after the most excellent innovator, Steve Jobs. And the court does not seem to find fault with it, much to the chagrin of Apple that had sued the firm.

According to Italian reports, the pair were surprised that Apple had not trademarked the name of Apple's founder, who died in 2011, and registered the name in Europe. The company's logo is a large J with a bite taken out of the left side, in a not-so-subtle reference to the Apple logo you know and love. "The letter J seems 'bitten, ' but it is not, since a letter, as judges have also decided, can not be bitten", they said (translated by Google).




Iconic names like Mac, iPhone, and iPod may be off limits for company names, the Steve Jobs isn't. Therefore the company is not is not ripping off Apple's iconic logo and upheld the brother's trademark. While they only deal with clothing at the moment, they did say they have plans on expanding into consumer electronics.

"We are working on a line of very innovative electronic devices", the duo told Business Insider. Well, now those different-thinking chickens have come home to roost as Apple has to sit back and watch Steve Jobs jeans take Europe by storm.

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