No Love In The Family: Gucci Sues Gucci For Using The Name Gucci

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When your name is Guccio Gucci, it's hard to catch a break — even from your own family. Great-grandson of Gucci's original founder (also named Guccio Gucci), Guccio and his brother Alessandro recently found themselves being sued by Gucci Group for using the name "Guccio Gucci" when advertising their own handbags and accessories firm, ToBeG Srl.

The court has found Guccio in the wrong, ruling that the name usage "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."

Yelled Guccio (we imagine), "BUT MY NAME IS GUCCI!!!" Guccio's in good company though — WWD reports that Gucci Group has successfully sued family members Jennifer Gucci, Gemma Gucci, Cosimo Gucci, and Elisabetta Gucci for all trying to start companies using their own names. Now, a show of hands — who's reading the word "Gucci" and all they can see is this now? (WWD)

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Photo: Courtesy of Gucci

UPDATE: We received an email from ToBeG, and the case was resolved on July 12 with a court ruling that ToBeG would be fined €500 for each instance the words "Gucci" or "Guccio Gucci' was used in its advertisements in a "distinctive function" and has not found ToBeG or the parties involved guilty of infringement (the decision was made on a prima facie basis). Whew. Whatever the case, the whole thing still seems absurd to us.