Foto Almost a third of premium clothing is counterfeit
In just one year, Entrupy analyzed more than $3.7 billion worth of goods across all categories, writes WWD. This figure is significantly higher than previous periods and, in fact, reflects the acceleration of the global growth of distrust in the marketplace – from buyers, resellers and retailers alike. Of the total, $3.34 billion was attributed to confirmed original goods in the luxury, footwear and ready-to-wear segments, while the volume of detected counterfeits reached $294 million.
Counterfeiting accelerates and covers new categories
One of the key trends in the report is the rapid proliferation of counterfeits in the apparel and accessories segment. Entrupy extended its analysis to this category, noting that it was the category that has become “the most counterfeited” today. Not only luxury handbags are under attack, but also hoodies, caps and sports jerseys from popular brands including Supreme, Chrome Hearts and Gucci. According to the company, counterfeit networks now react almost instantly to the success of new products: as soon as a product becomes commercially successful, its counterfeits appear as soon as possible.
According to Vidyuth Srinivasan, this “speed of the counterfeiting cycle” is increasing distrust in the marketplace, including even regulated sales channels. Even large retailers with robust supply chains are being forced to step up controls to protect their reputations.
Nearly a third of premium apparel is counterfeit
The luxury brand segment remains a prime target for counterfeiters. Louis Vuitton, Gucci and Prada lead the way with 55.42% of all items inspected, highlighting their popularity and vulnerability.
In value terms, the leader was Chanel – $959 million, with a counterfeit rate of 5.7%.
Sneakers and Streetwear: Rising Risks
The report paid special attention to sneakers. After the counterfeit rate fell from 15.8% to 8% between 2021 and 2023, the rate rose again to 11.1% in 2025.
Nike accounts for the highest volume of checks at 80.5%, followed by Adidas with 8.5%. Meanwhile, premium ranges remain the most vulnerable: Louis Vuitton (54.1%), Dior (42.5%), Balenciaga (36.2%), Christian Louboutin (27.9%) and Alexander McQueen (19.2%).
In the premium streetwear segment the situation is even more tense: almost every third product is counterfeit. The highest rates were recorded for Fear of God Essentials (95.75%), Bape (85.19%), Nike (73.33%), Sp5der (61.02%) and Denim Tears (35.97%).
That said, some brands show higher levels of originality, with Off-White (94.49%) and Supreme (85.03%) remaining among the most “clean” according to Entrupy checks.
