Australian firm Obviously Apparel is calling on retailers, consumers and its fellow underwear brands to stamp out the production of counterfeit underwear products.
Starting next year, every Obviously product will come with a unique anti-counterfeit code that consumers can verify on its website. If a product is identified as counterfeit, shoppers will be notified and encouraged to contact their suppliers.
In the meantime, the underwear brand is urging other manufacturers to follow its lead.
“We encourage every underwear brand to stamp out counterfeiting for good, for the sake of our customers and the entire industry,” the company said.
“Whether you are a store, a customer or another brand, please feel free to contact Obviously for more information about this new system. Once implemented these anti-counterfeiting measures will be available for all others brands and stores to license from Obviously.”