Accept no Substitutes to Help End Corporate Bullying: Gucci Disgraces Itself

Been wondering why the silence from Equillibrium over the past summer months? While taking time to enjoy the scenery, scents, and events Summers bring we have been engaged in a defense of our brand identity from a luxury fashion giant infringing on it.

Though prepared for our protections of use, we were not prepared for the treatment by the offender. They have deflected offerings to work together in order to continue use. They feel it is theirs to use how they want. The giant is Gucci. Here is the press release sent out Tuesday 11 September, 2018:

FOR IMMEDIATE RELEASE

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

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

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 a blatant 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 earned 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. Maximum broadcasting of this fraudulence towards the end consumer is needed in order for this injustice to be publicly identified and consciously boycotted.

This is a passionate appeal for your participation as a responsible, justice-minded member of the media. Caveat Emptor.

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Equillibrium From the Core for the Core

We hope this makes Gucci take Equillibrium and sustainability more seriously in fashion. This is not a marketing campaign, nor game, nor joke. For us it is a passion and a way of life. Our founder has practiced, studied, and worked in sustainability for over 30 years. The sacrifice to educate and engage consumers to support a sustainable brand has been challenging during times when no one was mindful towards such a thing- and definitely were not spending money on it.

Equillibrium thanks every one of you for your loyal support over the years and making purchases to feed the brand that feeds your soul.

Namaste

 

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Equillibrium breaks it down and wants to hear less talk, see more WALK.

It has been difficult the past year to put feelings into words with the realities faced today regarding our environment and ethics.  Since the Trump administration was elected,  there have been no words.  No words to describe the impacts of greedy decisions for profit threatening what we not only love,  but need for a quality life.  You cannot quantify or replace the intrinsic,  we MUST defend and protect it.

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Equillibrium Wolf Spirit Look 2018 …  stand for wolves, they are essential!                                                                                                  robins.photography

We speak now to reinforce light in darkness.  To support and encourage all to choose love over fear.  What we do about this in a positive, equal force to the negativity we navigate everyday is critical in holding our spirits high.  Be awoke,  live in action not activity.  As consumers WE hold the POWER to VOTE with our DOLLARS and hold irresponsible Corporations responsible for their actions through exposure and boycotts.  Conscious consumption must be practiced, not just talked about, for any effective change to occur.

Why are soo many who mean well out of alignment in their actions,  to actually be part of the problem with oblivion?  In fact a LIM University study revealed, “that when it comes to buying, ‘Millennials’ are NOT Eco-Fashionistas.”  Sad, but true…  they are missing out in using one of the MOST powerful tools for change,  the VOTE in what you consume. Collectively,  the power of those dollars is huge and speaks loud enough to be heard.  Here is an article, titled “In Apparel It’s Fast Fashion Versus Sustainability”,  by Rivet Magazine addressing the fact that fast fashion is NOT sustainable and IS the problem with Industry pollution and questionable ethics in around World.  The discussion was introduced decades ago to move the Industry towards more sustainable and ethical practices…  the time for talking is over.  Time to do. WALK IT.

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Walk the line….                                        robins.photography

We know better.  We can do better and we must.  Time is up for many things;  unconscious consumption is one of them.  If majority of the manufacturers out there won’t willfully be responsible with HOW their products are sourced and made,  then it is time for the consumer to demand they do so and be willing to pay at the register for it.  Why the masses are rewarding any Business that does otherwise with purchases is mind boggling.  Complacency kills and you are what you eat,  wear,  support,  etc.  Time for all to walk the line or face being exposed as a poser and weak link.  These are serious times and we all must roll up our sleeves and do our minor part to collectively gain momentum for a better way. Get punk and get to work on your behavior…  after all it is the behavior that creates the most effects in a positive or negative way.  99% of change is made through a change in behavior…  stop over consuming with fast fashion and know where your money goes.  What does your consumer behavior support?

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Wave your flag for good through sustainable fashion!!!                                         robins.photography

Here are some steps to get off a fast fashion diet and move toward  sustainable, conscious consumption.  It is beyond fashionable to give a shit,  as well as feels good to do,  so do it!

1) First observe your consumer behavior…  keep a log if you need to look at it later.  Where do you spend your hard earned fashion dollars?

2) Second,  do some “Googling” and research the Corporations you are “loyal” to.  Know what the values you’d like to support.  Do they support them too? Go to their website and read their Company Mission Statement and policies toward the environment,  production,  etc… do they align with their track record over time?  Are they philanthropic?

3)Third,  research who is a part of the sustainable movement in Fashion,  and for how long?  Are they the real deal or are they “green washing” with clever marketing and lacking action?  Know what that means…

4) Fourth,  start resisting impulsive shopping in all forms to decide if that expense is a necessity or nicety…  does the purchase empower you or make you feel bad?  Move away from purchases that feel conflicted or bad.  It is better to buy nothing than things with negative impacts beyond the register.  Get empowered with your dollars through purchases that make you feel good in every way.

Repeat steps 1-4 in every aspect of your purchasing power you want to explore (food, banking, etc.)…  there will be some Corporations it is hard to get away from,  but we must RESIST and stay AWOKE.  The time is now, we know you can.  We see you, do you see us?