LOUIS VUITTON
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ESTEE LAUDER
LOUIS VUITTON
In the series “The Story Behind the Brand,” we trace how ordinary people achieve global recognition.
In the column “The Story Behind the Brand,” we present the path of an ordinary person to worldwide recognition.
The brand with the “little squares” is a textbook example of protecting a pattern — a mark that consists of “a regularly repeating set of elements.” Of course, the company owns a rich family of trademarks, including word, figurative, combined, and others.
It all begins with a trip to Paris. Young Louis lost his mother at just ten, and three years later set off for Paris in the hope of better days. He came from a modest family, and all his belongings fit into one old bag…
At that time, trunks were used to store hats and pack luggage. Louis began working for a trunk-maker and stayed in his employ for 17 years. Later, he opened his own workshop for trunks and leather goods and earned a reputation as one of the best craftsmen. Thus, an ordinary boy’s dream and his diligence led him to global success.