Levi Strauss & Co. Poised for License Agreement

The Metaverse is a place where anything is possible. With Levi Strauss & Co. (Levi) expanding their patent assets in the virtual space, the dream of getting your favorite pair of jeans in the Metaverse is now a reality! But what does that mean for the rest of the fashion industry in the Metaverse? Companies like Levi’s and Lutzy, Inc. are starting to protect their virtual interests with patent assets, and it seems obvious that other brands will follow suit.

But large apparel companies like Calvin Klein and Adidas may be missing the mark by only seeking trademark protection. In 2021, Levi’s added to their existing Metaverse patent portfolio more than four-fold. The significant increase shows that Levi’s is not only looking to sell its brand, but to protect the creation of certain virtual garments. This could be an issue for other companies producing similar products.

Patent protection for the creation of virtual accessories could make Levi’s poised for license agreements with Wrangler, Carhartt, Calvin Klein, and other top jeans producers that are interested in joining the virtual market. Most large apparel companies are concerned with protecting their product’s image but have overlooked the protection of how their product is made in the Metaverse. This may force companies to enter into licensing agreements with Levi’s to continue to create their online products. Look for Levi’s to grow in the virtual space and become a top competitor in the production of virtual garments.

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