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Diesel rolls out wearable 'authenticity tool'

Denim brand Diesel is set to introduce anti-counterfeiting technology to all its jeans by the end of the year, in an attempt to tackle fakes on the market.

The technology, which is produced by the company Certilogo, will see a heat printed label sewn in to the waistband of Diesel jeans. Customers will be able to scan the code on the label with a QR code reader, the Certilogo app or enter the code online to verify the denim’s authenticity.

Michael Casucci, CEO of Certilogo, commented: ”The relationship between brands and consumers has changed in the digital age. It’s not acceptable to say, ‘Buyer beware and good luck’ about fakes when every one of us has the technology in our pocket to stop it.”

The technology is currently featured in Diesel’s five pocket denims, and has been used in over 70 countries worldwide.

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