Now, I'll try to make this as uncomplicated and less confusing as possible. Guccio Gucci and Alessandro Gucci are the great-grandsons of Gucci founder, also named Guccio Gucci. The brothers Gucci were sued by Gucci for trying to associate themselves with the name "Gucci"....Okay, let's try this again.

Brothers Guccio and Alessandro Gucci started a handbags and accessories label, ToBeG Srl. They, however, were "illegitimately" using the names "Gucci" and "Guccio Gucci" in their marketing as well as on their website, which a Florentine  judge recently found infringed on Gucci's precious trademarks.

The judge also decided that the use of the name "Guccio Gucci" "determined an unfair association" between ToBeG and Gucci with the former basically piggy-backing off the latter's good name and reputation. And thus ToBeG can no longer use the name "Guccio Gucci," which sucks for Guccio Gucci.

Mr. Gucci worked at Gucci for 12 years until 1989 when the company was basically being run into the ground by Maurizio Gucci.  Guccio eventually ended up helping his father, Giorgio Gucci, on his line of Giorgio G handbags before starting ToBeG in 2008.

Of course, this isn't the first time Gucci has had to defend its good name. The brand previously sued and won against: Jennifer Gucci, former wife of Paolo Gucci -- the grandson of Guccio Gucci, the elder -- and their daughter Gemma Gucci who were trying to license the name for a string of coffee shops; a Cosima Gucci in Hong Kong; and Elisabetta Gucci, who was planning a chain of Gucci hotels.

If he only knew what was going on today, Guccio Gucci would roll over in his grave. At which point Gucci would probably try to sue him. [WWD, sub req'd]