Sean John launches campaign against counterfeit in Canada

Sean John, the popular apparel designed by Hip Hop mogul Sean "Diddy" Combs, is taking action against counterfeit apparel in Canada. 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 who spend their hard earned money on brands they like and trust, only to discover that what they have purchased is not authentic.

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.

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.

"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."

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.