It will sew a blue patch over each grey tab in the hope its customers will unpick it. The blue patch will be printed with explanations as to why it is there, with sentences such as 'This blue patch must not be mistaken for a red tab'.
The company is encouraging retailers that stock its jeans to ensure its customers don't confuse the two brands by asking them to pass two 'tests' before buying a pair of Howies jeans.
In the 'Levi's colourblind test', retailers are sent a red card and a grey card and asked to make sure customers can tell the difference, while the 'Levi's spelling test' is to ensure customers don't mix up the words 'Levi's' and 'Howies'.
Howies director Dave Hieatt has written to Levi's explaining that the company was not aware of Levi's patent on the rear pocket tab, and did not mean to infringe it.
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