Levi Strauss & Co. is suing Premier Brands Group over more than 90,000 counterfeit jeans—some so poorly made they misspelled the brand’s birthplace.
At a Glance
- Levi’s sues over 90,000 fake products bearing its brand
- Counterfeits include spelling errors like “Sans Francisco”
- Premier allegedly used forged Levi’s letters to market fakes
- Levi’s demands damages and destruction of all inventory
- Premier Brands has not responded publicly
Levi’s Lawsuit Uncovers Massive Scam
Levi Strauss & Co. has filed a federal lawsuit accusing Premier Brands Group and its CEO Alan Chartash of trafficking counterfeit goods under the Levi’s name. The complaint, filed in New York, states that more than 90,000 fake items were distributed—some with egregious mistakes, including tags reading “Sans Francisco” instead of San Francisco.
Watch Sourcing Journal’s full report on the Levi’s counterfeiting case.
To boost legitimacy, Premier allegedly circulated fake authentication letters designed to resemble official Levi’s documentation. Levi’s claims these forgeries were used to mislead retailers and consumers, undermining decades of brand trust.
Levi’s Seeks Millions in Damages
The lawsuit demands monetary compensation for lost revenue and reputational harm, as well as a permanent injunction to block Premier from future sales. Levi’s also wants a court order forcing Premier to destroy all remaining stock.
“Defendants purchased, marketed, resold and trafficked over 90,000 counterfeit Levi’s-branded products sourced from known counterfeit producers,” the filing states, according to the San Francisco Business Times.
Levi’s stresses that it had no formal licensing deal or partnership with Premier, accusing the company of knowingly engaging in fraudulent trade.
Premier Brands Goes Dark
So far, Premier Brands Group has made no public comment. Levi’s, meanwhile, claims the misspellings alone prove the items were obviously fake. “No reasonable person—let alone defendants with decades of industry experience—would have believed these products were genuine,” Levi’s attorneys wrote.
Analysts say the lawsuit signals an aggressive shift in Levi’s legal posture, particularly as the brand navigates a tightening global retail market where intellectual property enforcement has become a frontline concern.
As the case proceeds, industry watchers will be tracking whether this lawsuit becomes a bellwether for future crackdowns on counterfeits across the fashion sector.
