article submitted by: C.Khid
UPDATED: 12 / 10 / 2006

Counterfeit goods are flooding the Canadian market, harming legitimate retailers and manufacturers considerably; forcing some to even go belly-up. Despite efforts to prosecute and charge the perpetrators, the globally growing counterfeit trade is not easy to stop and costs the Canadian apparel industry millions of dollars each year. The biggest victim of counterfeit, however, is the consumer. Canadian consumers spend their hard earned money on brands they like and trust, only to discover that they were misled and what they have purchased is not authentic.

Sean John, the popular apparel designed by Hip Hop mogul Sean "Diddy" Combs, is taking action against counterfeit apparel. Because of their increasing number of knockoff t-shirts, tracksuits and denim, Sean John knows better than anyone how accessible counterfeit clothing and accessories are at flea markets, street corners, retail stores and internet sites nationwide. Over a year ago, Multigroup (the distributor of Sean John in Canada) retained legal and investigative services to crackdown on the problem. Since then, with the aid of Canadian authorities, thousands of pieces of pirated Sean John were seized. Yet, the battle is far from won.

For this reason, Sean John Canada is taking matters into their own hands. Today marks Sean John Canada's anti-counterfeit campaign called "DON'T BUY A LIE." The campaign responds to their copycat crisis by promoting and generating awareness about what's real, what's not, and who's affected through the Canadian media, celebrities, retailers and consumers. Visit www.dontbuyalie.com.

"Canadian consumers need to know what they are buying is authentic," explains Rosa Costa, President and General Manager of Sean John Canada. "Counterfeits are poorly constructed, made of cheap fabric and use flimsy hardware. They do not deliver Sean John's hallmark of high quality; and we are committed to driving awareness as we do not want our consumers fooled."

A sure way to guarantee authenticity is to buy from an authorized retailer. Therefore, Sean John goods sold at flea markets are not the real goods! Elements of the "DON'T BUY A LIE" campaign intended to authenticate garments and certify dealers include: hang tags colour coded by season, counter cards at cash registers, and stickers in storefronts.

"DON'T BUY A LIE" exclusive hang tags will accompany Sean John orders to ensure customers that they are purchasing a genuine Sean John article. Hang tag colours will change seasonally with shipments and can be verified online at www.dontbuyalie.com. "DON'T BUY A LIE" countercards advising customers to look for the exclusive hang tags when purchasing Sean John can be found in all authorized Sean John dealers. "AUTHORIZED Sean John DEALER" decals positioned in storefront windows inform consumers that they are an authorized Sean John dealer. On-line, Sean John clothing can be purchased from stores such as DrJays, EastBay, and Macys.

While selling counterfeit merchandise is clearly a crime, buying it isn't. Through the "DON'T BUY A LIE" campaign, Sean John Canada wants consumers, who see no real harm in buying counterfeit, to know exactly where their hard earned money is going; in hopes they will rethink future decisions.

"Our hope is that the 'DON'T BUY A LIE' program is a vehicle for educating consumers who are buying counterfeit goods," says anti-counterfeiting lawyer Lorne M. Lipkus. "Consumers are supporting makers who operate in non-authorized factories with deplorable labour conditions that have no respect for standards set forward by many national and international agencies. Not only do they have no code of conduct, but they do not respect minimum salaries, and very often use child labour."

Instead of lining the impostors' pockets with cash, money spent on knockoffs could be going to legitimate companies, such as Sean John, that always operate under modern standards and strict compliance codes and make annual humanitarian contributions. Sean John Canada is a generous supporter of the Steve Nash Foundation, amongst other charities, and sponsors numerous events and artists within the Canadian musical entertainment industry.

Canadian celebrities show their support for the fight against counterfeit by wearing a "DON'T BUY A LIE" t-shirt online at www.dontbuyalie.com. Join music icon and producer Sean "Diddy" Combs, Toronto Raptor Chris Bosh, Canadian Idol judge Farley Flex, Juno award-winning rapper Kardinal Offishall, Canada's number-one DJ Starting From Scratch, award-winning video producer LITTLE x, Degrassi actor and Hip Hop artist Drake and many more in the combat against counterfeit and spread the message.

Sean John, a privately held company, was created by music icon and producer Sean "Diddy" Combs and made its fashion debut with a men's sportswear collection for the Spring 1999 season.