Wed, 03 Sep 2014 | DIVISION SALE
Denim manufacturer DNA Limited is now selling Big ‘E’, a denim brand formerly owned by major player in the jeans market Levi Strauss.
The intellectual property and website relating to the brand is up for sale for a six-figure sum. Trademark expert Metis Partners has been hired to sell the name.
The sale demonstrates the new trend in recent years for companies to purchase existing brand names to help create a sense of history and authenticity for their products rather than starting from scratch with a new brand name.
Levi Strauss & Co used the name Big ‘E’ Jeans for its jeans leading up to 1971. The label had included an upper case letter e in Levi.
Since then the company has ceased to use the brand, and DNA Limited registered the trademark for the Big ‘E’ and domain left unused by Levi.
“The ‘Big E’ brand was formerly manufactured and owned by Levi Strauss & Co.” Stephen Robertson at Metis Partners told The Independent. “The sale includes the extensive trade mark portfolio providing global protection, a registered Community rear-pocket design, domain and website and rights to the Big ‘E’ social media accounts.”
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