Denim Tears is taking actions to protect its brand.
The Tremaine Emory-founded streetwear brand is following in the footsteps of Coach, Chloé and Balenciaga by adopting EON’s digital identities for on-product authentication.
With Denim Tears’ digital identities, consumers will be able to easily authenticate each product by scanning the on-product woven verifiable QR code, backed by the digital ID company’s multi-layered brand protection services.
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Upon scanning the code with their phones, customers are directed to a dedicated page where within a few simple steps the user can confirm the product’s authenticity. These verifiable, serialized QR codes are generated at the point of production by the EON Product Cloud, using overt and covert authentication methods, along with a data profile for each item, enriched with proprietary source data and lifecycle data to create a unique and comprehensive item-level digital identity.
When scanned, the EON platform uses artificial intelligence alongside this data to evaluate implicit and explicit information in real-time, delivering accurate authentication and detecting counterfeits.
Brand protection is increasingly important for the sought after—and often counterfeited—label. Tools like digital identities, which serve as a digital passport for unique items, also accelerates consumer trust with shopping on secondhand platforms.
“Our goal is to ensure customers trust buying Denim Tears’ products—we are dedicated to the authenticated control and integrity of our products,” said Miles Weddle, Denim Tears director of strategy and growth. “Our partnership with EON enables customers to seamlessly authenticate by scanning the QR code on products and enables select resale partners like StockX to leverage these verifiable QR codes to streamline authentication.”
StockX, which currently has over 400 Denim Tears items available for sale, has joined the EON Exchange, a B2B marketplace of connected resale partners that enables the resale platform to verify products and record events on Denim Tears’ digital product passports.
By joining EON Exchange, StockX can leverage digital identities to streamline the verification process, deliver end-to-end intelligence, and improve consumer trust. For StockX’s brand protection division, digital identities provide a critical channel for collaborating with brands and law enforcement to accelerate verification, identify bad actors and further consumer trust in the secondary market.
Paul Foley, StockX’s head of brand protection, said their partnership with EON reinforces its commitment to integrity in the resale market and fosters a deeper sense of trust between StockX and customers.
“With EON, we are paving the way for a new standard in product verification by providing brands greater visibility, control, and intelligence into how their products move in the secondary market,” he said.
