In a bizarre strategy of, if you can’t beat them, join them, leading brands have begun to make their own counterfeits and sell them to customers, pocketing the cash.
Firms like Diesel spend significant resources chasing down counterfeiters and stamping them out. Piracy and counterfeiting steals their work and takes away from their revenue. Similarly, you can find shoes from Reebok and Adidas as well as numerous other products in the market which are counterfeited.
Diesel had shut down 86 websites hawking fake products last year. This year on the other hand, they sold cheaper off-price, jeans, hoodies, T-shirts and boxer briefs with a familiar logo: Deisel at a pop-up market stall in New York.
Diesel is far from the only brand to come to this idea. Gucci has collaborated with its own counterfeiters (and styled its own “Guccy” logo), setting up shop with Daniel Day, better known as Dapper Dan, the counterfeit designer it had once threatened to put out of business.
This can be an effective way to combat their market follower competitors, that sell fake misspelled versions of their products. It seems like the simplest solution, that shows the highest ingenuity.