Using the latest innovations, Diesel accomplished a “significant reduction in the amount of imitation Diesel products” on the market. The renowned denim label OTB, owned by the Italian fashion giant, has been closely monitoring the market in this continuous war against imitations, and its findings have been nothing short of astounding.
With the emergence of the digital domain, the sphere of online shopping has experienced enormous growth, followed by the increasing concerns connected with counterfeiting. In this context, the Diesel brand has launched a strategic attack, focusing on the online trade of counterfeit items and the platforms that host them, including websites specialising in the resale of second-hand goods.
Furthermore, the brand’s popularity has grown significantly, particularly following the recruitment of Glenn Martens, the creative director of Y/Project, who took over leadership of Diesel’s collections in October 2020, making its items highly sought after.
As per the reports, the denim company announced, “Since the beginning of 2023, 80,000 counterfeit Diesel goods have been seized, primarily in China, Turkey, and Kosovo. A total of 27,000 ads for various counterfeited items on internet platforms have been deleted, and 500 Diesel replica websites have been terminated.”
Renzo Rosso, president of OTB and founder of Diesel, proudly stated in a news announcement, “Counterfeiting is one of the hazards that firms confront when they become really successful. I am really happy with how Diesel is responding to the challenge of these infringements by taking proactive actions and utilising more sophisticated technology that we are quite proud of.”
It is worth mentioning that in 2021, the OTB Group will join the Aura Blockchain Consortium, which is led by industry heavyweights such as LVMH, Prada, and Cartier (owned by the Richemont group). This consortium uses blockchain technology to secure the authenticity and traceability of products as well as the creativity of its member companies, preventing counterfeiting through the digital framework’s strong security.