A jeans manufacturer in Co Monaghan, Ireland, has been copying Italian denim brand Diesel S.p.A’s trademark since 1979, ruled a High Court judge in the latest installment of the epic thirty- year battle between Diesel Spa and Monaghan based Montex Holdings Limited.

The court confirmed that it will make an order restraining Montex from unlawfully using the “Diesel” mark, removing the likelihood of confusion for consumers.

Founded by billionaire Renzo Rosso in 1978, the Italian fashion brand famed for both its jeans and controversial advertising campaigns which tackled issues of religion, sexuality, and race, has been selling clothing in Europe since 1978 and in Ireland since 1982 under the ‘Diesel’ brand.

Montex has been manufacturing jeans in Ireland with the name “Diesel” on them since late 1979 and the company claims to have came up with the name independently and that it was the first user of the name in Ireland. The Montex factory was previously located next to a petrol station that had a big red Diesel sign on display, which allegedly inspired them when developing a name for their range of jeans.

Back in 1992, an application by Montex to register the trademark Diesel failed in the face of opposition from Diesel S.p.A. In the thirty-two years since, the two companies have been involved in a series of lawsuits aimed at stopping the other from using the Diesel mark.

Unfortunately for the Irish company, the court rejected the claim of Montex Director, Patrick McKenna, that he has never looked at Diesel S.p.A’s “Diesel” logo before, a statement which Mr. Justice Brian Cregan found to “strain credulity”. Montex could only demonstrate use of the word from 1979 on, which is a year after Diesel S.p.A first used the mark in Italy and three other European countries. Cregan dismissed the idea that it was “an amazing coincidence”, finding it more likely that the company had seen Diesel S.p.A’s brand name and proceeded to copy it.

Reports that Diesel S.p.A are hoping to trademark the phrase now we’re suckin’ diesel, could not be verified at the time of reporting.