Luxury streetwear brand Gun Ainm is using Eltronis’ Engage platform to enable instant authentication of its products by consumers and fight against the scourge of counterfeit garments.

The security and brand engagement specialist has developed Engage as a Cloud-based software system to provide brands with a simple, ‘yet sophisticated’, tool to link products to the internet through consumers’ smartphones. Engage is designed to meet the growing demand for a simple option to allow consumers and brands to interact and communicate, as well as protect goods.

The fashion industry is one of the most prolific markets for counterfeiting, with online sales making it easier than ever for fraudsters to scam consumers by replacing genuine items with fakes.

As a newly established business, Gun Ainm sought to protect its fledgling IP, identity and reputation. With every genuine Gun Ainm purchase, a ‘Card of Authenticity’ is supplied to the consumer. This contains a permanently adhered holographic label, customised with Gun Ainm’s logo, and a unique QR code and serial number that allows authentication of the garment by scanning with a smartphone camera. On activation, customers are not only able to verify their purchase but are also provided with a variety of relevant product and brand information as they are directed to a dedicated web page.

Cameron Friell, co-owner at Gun Ainm, said, ‘Our driving purpose at Gun Ainm is to showcase talented, independent artists through the medium of streetwear and having the ability to reassure our customers and collaborators that each product is genuine is an integral part of our philosophy.

‘As a newly founded company, it is great to be able to utilise Eltronis’ experience in brand protection. Its support and transparency has been invaluable when delivering a practical and easy to use solution that is by its nature secure, interactive and easily scalable as our business continues to grow.’

Pete Smallwood, business development manager at Eltronis, said, ‘The battle for fashion labels against counterfeit clothing is ongoing, but with Engage both retailers and consumers are provided with instant reassurance on the authenticity and provenance on the item they have in hand.

‘Investing in effective protection and authentication sets brands apart from their competitors. It is fantastic to see Gun Ainm’s dedication to safeguarding its customers so early on, and we are delighted to deliver this valuable and impactful solution.’