Italian denim label Diesel, a prominent part of the fashion powerhouse OTB, has successfully reduced the presence of counterfeit products in the market through cutting-edge technology. The brand’s vigilant efforts, particularly in combating online trade of counterfeits and their resale on second-hand goods platforms, have yielded impressive results.
The surge in online shopping has heightened the risk of counterfeit products, prompting Diesel to strategically target and combat this issue. Glenn Martens, the creative director of Y/Project, assumed leadership of Diesel’s collections in October 2020, contributing to the brand’s increased prominence and desirability.
In a recent press release, Diesel reported seizing 80,000 counterfeit goods since the beginning of 2023, with a focus on China, Turkey, and Kosovo. They also successfully removed 27,000 listings of counterfeit goods from online platforms and shut down 500 knockoff Diesel websites.
Renzo Rosso, president of OTB and founder of Diesel, expressed pride in the brand’s proactive measures against counterfeiting. Since 2017, Diesel has collaborated with Certilogo, an Italian firm specializing in product authentication. Together, they developed a system using a unique QR code and a twelve-digit numerical code for product authentication. Initially introduced for jeans, this feature now extends to all Diesel products since 2021, allowing customers to verify authenticity through mobile devices or the Certilogo platform.
Diesel also joined the Aura Blockchain Consortium in 2021, an initiative led by industry giants like LVMH and Prada, using blockchain technology for product authenticity and traceability.
Despite these efforts, counterfeiting remains a significant challenge in the fashion industry. A recent study by the European Union Intellectual Property Office revealed that counterfeit products cost the European clothing, cosmetics, and toy sectors a substantial 16 billion euros annually, resulting in the loss of nearly 200,000 jobs. Diesel’s proactive stance against counterfeiting showcases the ongoing battle faced by luxury brands in safeguarding their authenticity and reputation in the market.
