Luxury jeans firm Seven Licensing Company, run by Tarrant Apparel Group chairman Gerard Guez, has filed a trademark infringement lawsuit against the manufacturer of the "Seven" label.

The Los Angeles-based company recently acquired the US rights to the jeans label Seven7 in a bid to increase its sales in the lucrative US market.

But in the suit, the firm alleges rival L'Koral Inc, which makes the "Seven" jeans range, deliberately infringed its trademark and asked for an injunction to stop it from using the label "Seven" on apparel in the US.

Its claims were in response to a suit filed by L'Koral in September that asks the LA federal court for a declaration that its "Seven" label does not infringe upon the Seven7 trademark.