In the third generation, the struggle for family power has become more complicated. Aldo's second son, Paul and his third uncle Rudolph, the dispute over the management of the Florence headquarters ended in failure. After dissatisfied Paul took over the Gucci store in New York, the emerging market, he used his family name to launch the "Paul Gucci" brand without authorization. In his anger, his father fired Paul and blocked the launch of the brand through legal proceedings. At the end of the day, Paul submitted evidence of Aldo's tax evasion for many years to the government, and personally sent his 81-year-old father to prison.