Gucci Disgraces Itself by Infringing on Denver’s Decades-old Sustainable Street Brand Equillibrium

Denver, CO - September 11th, 2018 - Luxury brands such as Louis Vuitton, Chanel and Gucci are jumping on the sustainability bandwagon like newbie gamers fumbling over the latest AAA trend. 

Equillibrium Creator/ Founder: Deb Henriksen, LEED AP BD+C, Robins Photography

Equillibrium Creator/ Founder: Deb Henriksen, LEED AP BD+C, Robins Photography

In early June of 2018, Gucci announced a 10-year commitment to sustainability in fashion which was branded as “Equilibrium” or “Equilibrium Gucci.” Gucci’s use of “Equilibrium” within their brand is ablatant trademark infringement on Denver-based Equillibrium, which is registered with the United States Patent and Trademark Office (USPTO). Gucci is a luxury brand household name, and hijacking the street credibility of the original Equillibrium name promises to create confusion in the marketplace while threatening to bury the independent brand on digital platforms.

Equillibrium is a 20 year-old company recognized by Common Law Rights that has risen from modest beginnings to build an accredited reputation as a sustainable fashion brand. Equillibrium’s founder Deb Henriksen is proud of the distinction she has earned as an entrepreneur promoting a brand that is firmly rooted in the original principles and practices of sustainability. For years, actions taken to defend Equillibrium’s trademarks were honored -- until now. Gucci’s infringement is an obvious attempt to leverage the grassroots foundation Henriksen has built and conveniently apply it to their overnight marketing initiative.

Gucci acknowledges the issue at hand and that there need be an amicable solution for both parties. However, they refuse to rebrand, enter into a licensing deal, or collaborate with Equillibrium to work toward this goal. It is imperative that

Equillibrium defend their trademark and ensure no greenwashing tactics are propagated with use of the word. Equillibrium has received awards, editorial write ups, and a loyal customer base from the sustainability and integrity built into the brand since day one. Gucci can and will outspend Equillibrium in litigation, as displayed in their nine-year trademark infringement court battle with Guess. This is a classic case of corporate bullying by Gucci. Public transparency and holding Gucci accountable for its deliberate piracy is the best option towards a workable resolution for Equillibrium. 


Deb Henriksen, Equillibrium 303.623.2388

An update from Deb // 03.08.2019

Gucci is continuing to be Corporate bullies.  At this time I retain my rights as the Trademark owner and am continuing my research on the matter.  It seems they'd love to bleed me dry in the court system,  their lack of ceasing and desisting is trying to drive things to a law suit-  that would likely go on for years and cost me $100's of thousands of dollars with no guarantee of recovering damages.  Seems to be the game they play from what I have found in research.

This has been an eye opening experience to say the least. 

Gucci promised to not make or sell any goods using Equillibrium-  however I have already had to stop the sale of counterfeit Gucci T's doing just that on Etsy :/  They have exposed me to third party TM violations to police now as well...  so that is where things are at.  This has been an eye opening experience to say the least.