Levi’s New Strategy: Sue!

The New York Times has an interesting article that suggests that Levi’s main startegy these days is to sue the competition. The NYT says:

So Levi’s is becoming a leader in a new arena: lawsuits. The company, once the undisputed king of denim and now a case study in missed opportunities, has emerged as the most litigious in the apparel industry when it comes to trademark infringement lawsuits, firing off nearly 100 against its competitors since 2001. That’s far more than General Motors, Walt Disney or Nike, according to an analysis by research firm Thomson West.

Levi’s Turns to Suing Its Rivals – New York Times