Steve Jobs is an Italian clothing and fashion accessories company based in Naples, Italy, founded in 2012. It was created by brothers Vincenzo Barbato and Giacomo Barbato, originally from Arzano, a town approximately 9 kilometres (5.6 mi) north of Naples. Both brothers had previously worked in the fashion industry as designers for other brands before launching their own label. The company produces jeans, t-shirts, bags, and other apparel under a Made in Italy positioning, and has expressed plans to expand into consumer electronics in the future.
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History
When searching for a marketable name for their new company, the Barbato brothers discovered that Apple Inc. had never registered "Steve Jobs" as a trademark, despite it being the name of its iconic co-founder, who had died in October 2011. Inspired by Steve Jobs as what they described as "the innovator par excellence," they registered the trademark in 2012.
Alongside the brand name, the brothers designed a logo consisting of a stylized letter "J" — with bites taken out of each side and topped with a leaf — deliberately evoking Apple's own bitten apple insignia.
Legal issues
Shortly after the trademark registration, Apple Inc. initiated legal proceedings against the Barbato brothers, sending what the brothers described as "four large folders of legal documents directly from Apple's headquarters in Cupertino." Apple's challenge focused particularly on the company's logo, which it argued was confusingly similar to its own trademark.