Luxury Brand to use DNA to fight counterfeiters
A company based in the state of New York will apply DNA markers to luxury goods in the hope of counterpunching the counterfeiters.
Applied DNA Sciences has not identified the brand with whom they’ve reached the agreement, however they did reveal that it was a luxury goods company headquartered in Europe and affiliated with several product lines.
They have signed a 5-year contract with the luxury brand and will apply genetic material to their goods for identification purposes. The benefits of using DNA, with its qualities of being distinct and unique to every living organism, seem obvious.
James Hayward, the president and chief executive of Applied DNA said: "Proof of authenticity is a central tenet of brand integrity, and there is no better proof than DNA."
The company will use botanic DNA, which cannot be copied. Essentially, the genetic material will be fused with various fabrics, dyes or glues, thereby creating a unique, verifiable label.
Applied DNA will attract revenue every time they verify the authenticity of an item and for every authentication mark purchased.
It appears science and luxury are in perfect synergy.
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I don't even know what to say to this just yet... it's an interesting thought though and opens up a myriad of possibilities.
Sounds a bit strange and a little big brother to me. Can you get salmonella poison from botanic DNA?
ReplyDeleteHmmm... like you said, this makes you think. At first I thought, the owners would tag their luxery items with their DNA so if it got stolen, you'd be able to "check it out".
ReplyDeleteThat sounds nuts at first blush. How much does a DNA test cost?
This is clever. The guys in Chinatown in NYC will have a hard time beating this one.
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