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Georges Marciano Takes Legal Action Against Guess to Reclaim His Name

Guess founder Georges Marciano, who left the company in the ’90s, is taking legal action to reacquire the right to use his name for the commercialization of new products.

Marciano is initiating the litigation in response to the formal opposition Guess recently filed with the Canadian Intellectual Property Office to prevent him from using the words “Georges Marciano” in the course of his commercial activities.

“I’m the founder of Guess, but I am first and foremost a fashion designer,” Marciano said. “My creations are recognized worldwide, so it is essential, both for me and for the public, that the style continue to be associated with the person who created it.”

The motion was filed at the Superior Court of Quebec in Montreal on March 18. Marciano demands to be compensated for the losses resulting from Guess’ opposition to his use of the words “Georges Marciano” as part of his activities, and requests the truth about the founding of Guess to be restored by stating that he is the founder of Guess with Mr. Georges Atlan. He also asks the court to rule on the use of the “Marciano” brand by Guess, as there is potential for confusion with the “Georges Marciano” designation.

In 1993, when Marciano transferred his shares to his brothers Armand, Maurice and Paul Marciano, the license agreement for the use of the name “Georges Marciano” had been cancelled and it was agreed that Georges Marciano could continue to freely use his name in connection with his business.

Georges Marciano’s side is claiming that Guess is overstepping this agreement and is abusing its rights and putting his business at serious risk. The designer, credited for introducing stonewashed denim to the market, recently launched his own line of men’s and women’s denim and apparel called Georges Marciano 1978.