State of the Fake™
State of the Fake™
A letter from our
ceo, vidyuth
AI. It is on everyone's minds today. But back when we began our journey of wanting to build a scalable, robust solution against counterfeiting, today’s version of LLMs, agents and their ability to make decisions only existed in people's dreams. The lack of infrastructure to build an AI-native application forced us to learn not only about counterfeit supply chains and how to collect data on them, but also how to build our own models, data schema, annotating tools and core research on the products that we were supporting. This has helped us immensely as it has given us over a decade's worth of experience in how to build scalable AI that solves one problem, but is excellent at it. This new generation of AI has supercharged our ability to develop solutions quicker and help our customers make more money, save more time and most importantly, preserve their credibility. We pride ourselves on being an early purveyor of AI and are certainly excited for the future of AI for us and our industry as a whole.
In today's AI-hungry world, our growth has been spurred by an increased demand for trust – by consumers, by businesses, by brands and even governments. In 2025, we processed over $3.7B worth of products, an indication of the accelerating growth across the market. We expanded our service to include apparel and accessories, which is quickly becoming the most counterfeited product we have ever seen. We also delivered on a long-standing need for our customers – MarketEdge. With it, our customers can now identify, grade and price products instantly and accurately. This has transformed how they process their inventory and in the long run, could impact the market's value and velocity. Consumer trust only changes with visibility and consistency, and we are proud to have earned that with every authentication and every certificate. These certificates are now visible and available at almost every international airports around the world!
As we progressed through the year, we noticed the trend of counterfeit production being right around the corner from any physical product that had demand. The speed of the counterfeit cycle has created even more distrust in both unorganized and regulated markets alike. This is evidenced by the increasing number of retailers, who are known for their trustworthy supply chains, scrambling to protect their supply chains and reputations.
In this edition of SOTF, we wanted to share some critical insights on how counterfeiters behave and what we can do to protect ourselves, together. Additionally, keeping with our ethos of being trustworthy, we also want to call to attention what happens when Entrupy gets it wrong. I hope you find this useful and as always, thank you for your support!
ヴィディユート・スリニヴァサン
Chief Executive Officer, Entrupy Inc.
Scalable AI-Powered Solutions
for Product Authentication —
Anytime, Anywhere.
Entrupy is a New York-headquartered tech company with AI authentication solutions that scale to protect inventory and supply chains—for businesses of all sizes.
ブランド
From limited drops to high-value collabs, authenticating the world's most coveted luxury brands.
フットウェア
Authenticating the footwear culture obsesses over, with new brand support constantly expanding.
アパレル鑑定
The riskiest category in authentication is now protected by the technology built to handle it.
デジタル指紋技術
A customer-friendly way to ensure the product returned is the same as the product purchased.
サプライチェーン保護
Helping you create invisible traceability at every touchpoint in the supply chain.
Total value across
luxury, footwear, & apparel
Our AI delivers industry-leading authentication accuracy. When it comes to fakes, close enough isn't good enough.
Average authentication time. 95% of all authentications take under 1 minute to verify.
Reference images training the smartest AI. Our error rate is less than 0.14%.
This year saw a 33% jump in luxury authentications. Demand for trust in the resale market is only growing.
100%
Financial
Guarantee
Building authentication technology is one thing. Staking real money on every result is another.
That's precisely what we do. With a 100% financial guarantee behind every authentication, we've made accuracy non-negotiable. A wrong call isn't just a miss. It's a payout.
The data in this report reflects that standard. A guarantee is only as meaningful as the moments it's tested. Here are two cases where ours was — and what happened next.
#1 Authentic By
Every Measure,
Except One
Authentication doesn't exist in a vacuum. Standards bodies, regional markets, and industry organizations each bring their own frameworks. Sometimes, they don't agree.
In one recent dispute, a customer in Japan submitted a Prada item for review. Entrupy's authentication team authenticated it. So did independent third-party authenticators. But the Authentication & Certification Division (AACD) — the governing body for our market in Japan — classified the item as "Out of Standards" under their criteria.
We paid the claim. Immediately. No negotiation, no pushback.
The item may well be authentic. Our team stands behind that assessment. But our guarantee isn't conditional on winning a disagreement. It's conditional on our customer's confidence.
When that confidence is in question, we resolve it in their favor. Every time.
#2 All That
Glitters Is Not
The Real Deal
Counterfeiting has evolved. Today, the threat isn't always a fake item, sometimes it's a real item that's been modified to pass as something far more valuable.
A customer acquired what they believed to be an exceptionally rare 1995 Chanel "Barbie" runway handbag, a piece that commands a significant premium on the vintage market. The bag was authenticated as genuine Chanel.
What wasn't caught: the crystals adorning it were an aftermarket addition, added specifically to replicate the rare runway version. The bag was real. The value claim wasn't.
We paid out nearly double the fair market value of the bag itself, covering the gap between what the customer paid and what they actually received.
Cases like this are why the guarantee exists. Not just to protect against outright fakes, but to hold us accountable to the full promise of what authentication should mean.
#3 The Serial Number Didn't Match. We Paid Anyway.
A reseller submitted a Chanel Mini Rectangular Flap Bag. Entrupy authenticated it. The bag sold for €6,400.
Months later, a routine boutique visit for a lock repair surfaced something unexpected — the serial number in Chanel's system was registered to a different product entirely.
The customer came back. The reseller refunded in full. They came to us next.
We had authenticated the bag. That made it our problem to resolve. Not theirs.
Our guarantee doesn't hinge on being right every time. It hinges on what we do when the outcome is questioned. The reseller trusted our result. Their customer trusted them. That chain of confidence is exactly what the guarantee is built to protect.
We paid the claim. No negotiation. No pushback.
Seller's Edge
One source. One truth. Every dollar value in this report is pulled directly from MarketEdge, Entrupy's smart pricing engine.
What your item's worth
How it compares in the market
What condition it's in
marketplace listing.
ブランド
Entrupy certifies the authenticity of all the hottest luxury brands using highly-intelligent AI and a massive database of reference images—our tech can catch details the human eye can't.
We authenticate the world's leading luxury brands:
Note: Entrupy is not sponsored by or affiliated with any of the designers listed on the Entrupy website. Entrupy's authentication service is based solely on Entrupy's detection algorithm, and the database relied upon is not based upon data provided by any of the designers listed on the Entrupy website. The designers listed on the Entrupy website or application are neither responsible for nor bound by any of Entrupy's findings and may not honor any certificates of authenticity provided by Entrupy.
Total Authentications
Luxe Brands
With Most
Authentications
By total number of Entrupy submissions.
| ブランド | Volume % | Total Value |
|---|---|---|
| 1) Louis Vuitton | 33.2% | $856.98M |
| 2) Gucci | 13.6% | $236.48M |
| 3) Chanel | 13.19% | $958.55M |
| 4) Prada | 8.62% | $128.13M |
| 5) Dior | 4.68% | $221.41M |
Top 5 Most Faked
Materials
This isn't about volume. It's about odds.
Which materials came back fake most often?
That's what we're ranking.
| ブランド | Material |
|---|---|
| 1) Givenchy | Canvas |
| 2) Prada | ナイロン |
| 3) Goyard | ゴヤールディン・キャンバス |
| 4) Hermès | Herline Canvas |
| 5) Loewe | ナイロン |
Most
Faked
Brands
This data reflects the total number of "unidentified" items submitted and highlights the brands with the highest overall volume of fakes.
Louis
Vuitton
Louis Vuitton accounted for 33.14% of all Entrupy submissions for luxury goods.
Gucci
$17,841,197 worth of fake Gucci bags were submitted through Entrupy for verification in 2025.
Prada
Prada accounted for 9.38% of all Entrupy submissions for luxury goods.
Chanel
5.8% of all Chanel bags scanned with Entrupy were flagged as "unidentified."
Dior
Dior ranks among the top 5 most faked brands—despite making up just 4.68% of total Entrupy submissions.
Luxury is now split
by behavior, not price.
Scale Leaders
- Louis Vuitton
- Chanel
Hisk-Risk Targets
- Goyard
- Prada
Stable Core
- Dior
- Saint Laurent
Craft-Driven
- Bottega Veneta
- Hermès
Top 5
Riskiest Brands
This data reflects the percentage of "unidentified" submissions and highlights brands with the highest relative risk of fakes.
Loewe Drops Out
Loewe claimed a top spot on last year's riskiest brands list. This year it didn't, likely driven by growing market awareness, increased authentication volume, and counterfeiters shifting focus to softer targets.
It's a reminder that the fake economy is fluid; when one brand gets harder to fake, another becomes the new obsession.
| ブランド | % of Fakes |
|---|---|
| 1) Goyard | 18.92% |
| 2) Prada | 13.10% |
| 3) Saint Laurent | 10.50% |
| 4) Dior | 8.97% |
| 5) Louis Vuitton | 8.30% |
1% Of Volume,
Outsized Risk
Goyard plays by different rules. Limited distribution, deliberate mystique, and an instantly recognizable pattern create the perfect conditions for counterfeiters to thrive — high demand, low supply, and a customer base willing to pay for exclusivity.
The result? The highest fake rate of any brand we track.
Chanel —
Most Valuable.
Most Protected.
Change copy to: Chanel is widely considered one of the highest-risk brands in the market — and ranks among the most counterfeited globally. But within our dataset, a different signal emerges. High price points, strict retail control, and limited distribution create stronger authentication signals, resulting in a lower unidentified rate than its risk profile might suggest. High counterfeit prevalence, but stronger control.
In total value scanned. The highest of any brand in Entrupy's data.
5.7% unidentified rate. Lower than its counterfeit prevalence would suggest.
Louis Vuitton
The Louis Vuitton monogram obsession hasn't changed much in 130 years. From Audrey Hepburn and Jane Fonda to Rihanna and Lisa, it survived logomania, outlasted minimalism, and burst back onto the scene via Y2K nostalgia.
The monogram has been handed to some of the most influential creatives of the last three decades, and every single time it came back unmistakably itself. It absorbs culture without being consumed by it.
Louis Vuitton remains the most authenticated brand globally, and the gap between first and second place is staggering. In 2025, Louis Vuitton was authenticated more than twice as often as Gucci, the number two brand — with a 35% increase in submissions year over year.
When it comes to the most faked materials by volume, nothing comes close to Louis Vuitton's Monogram canvas. Our technology detected over $37 million in counterfeits — the highest of any material we track.
24時間サポートがなぜ重要なのか
Scale changes everything. Even with a moderate fake rate compared to brands like Goyard (~18.9%), Louis Vuitton's sheer volume means it represents the single largest counterfeit exposure in the market.
The demand driving that volume isn't going anywhere. LV Monogram bags retain 80–90% of their original resale value, and the Neverfull has more than tripled in value since 2007.
In total value scanned
Items yielded an unidentified result
Brands on
the Rise
To find the brands on the rise, we looked at percentage growth — not just total numbers. That levels the playing field between a brand like Louis Vuitton, which is authenticated by the thousands, and brands that are surging in demand.
Quiet Luxury &
Stealth Wealth
From makeup aesthetics to fashion… and of course, bags. Quiet luxury and stealth wealth trends dominated 2025. It's no surprise that some of the bags with this increase fall in line.
Fendi
Partly driven by the Baguette bag's ongoing cultural resurgence and collaborations, Fendi has seen renewed interest with audiences.
Loewe
J.W. Anderson leading Loewe was a massive cultural moment. Bags like the Puzzle Piece have become resale darlings, holding their value.
Bottega Veneta
Understated, instantly recognizable, and impossible to ignore. No logo needed. Just craftsmanship so distinct, it speaks entirely for itself.
Celine
Creative director Phoebe Philo returned with her own label, pushing fashion obsessives to go hunt for Phoebe-era bags and archival pieces.
Top 3
Most Expensive
Authenticated Items
The higher the price tag, the higher the stakes. In luxury, a single fake can represent a six-figure loss.
Hermès Birkin
Exotic
Chanel Classic
Flap Exotic
Louis Vuitton
Keepall Exotic
Regional Spotlight:
アジア太平洋
The biggest market isn't the riskiest. Not even close.
Built For
Authentication
APAC's 7.5% unidentified rate, the lowest globally, isn't an accident. The region has invested heavily in authentication infrastructure and built one of the most mature resale ecosystems in the world. Both work together to keep counterfeits out.
Compare that to the Americas. Less volume, higher risk at ~8.8%. The gap makes the case: strong infrastructure beats scale every time.
Prada and the Trend
Problem
Prada sits above the regional average at a ~14.6% unidentified rate. The reason is structural.
Nylon bags are easier to replicate than leather. As Prada's nylon silhouettes have surged in popularity, counterfeiters have followed.
Geographic
Breakdown
Asia Pacific
アメリカ合衆国
Europe & Middle East
Risk Signals
by Country
9.4%United States
3.0%中国
7.3%Japan
7.4%台湾
フットウェア
Entrupy created a one-of-a-kind footwear authentication app to bring trust
and security to one of the fastest growing, high stakes resale market.
We authenticate the world's leading footwear brands:
Note: Entrupy is not sponsored by or affiliated with any of the designers listed on the Entrupy website. Entrupy's authentication service is based solely on Entrupy's detection algorithm, and the database relied upon is not based upon data provided by any of the designers listed on the Entrupy website. The designers listed on the Entrupy website or application are neither responsible for nor bound by any of Entrupy's findings and may not honor any certificates of authenticity provided by Entrupy.
Evolution
of Footwear
Fakes
While luxury goods draw the most attention, footwear is actually more likely to be fake. The difference: a higher fake rate (11.06% vs. ~8%) with smaller dollar amounts on the line.
In Footwear, Nike wins on every dimension.
| ブランド | Volume % |
|---|---|
| 1) Nike | 80.5% |
| 2) Adidas | 8.5% |
| 3) Balenciaga | 2.2% |
| 4) Gucci | 1.6% |
| 5) Alexander McQueen | 1.4% |
Footwear Brands
By Volume
Sneakers are a winner-take-most market.
Nike dominates — and so do Nike fakes.
Most Scanned Styles
- 01 Jordan 1 Retro 'Columbia / Legend Blue
- 02 Air Force 1 Low '07 White (KAWS)
- 03 Jordan 3 Retro 'Black Cat'
- 04 Yeezy Boost 350 V2 Bone
- 05 Travis Scott Jordan 1 Low OG 'Olive'
Riskiest
Brands
This data reflects the percentage of "unidentified" submissions and highlights brands with the highest relative risk of fakes.
Luxury sneakers punch above their weight in risk. LV, Dior, and Balenciaga aren't leading in volume, but they're seeing some of the highest fake rates in the market.
Aspirational demand is driving it: consumers who want the logo, not the real thing.
| ブランド | Fake Rate |
|---|---|
| 1) Louis Vuitton | 54.1% |
| 2) Dior | 42.5% |
| 3) Balenciaga | 36.2% |
| 4) Christian Louboutin | 27.9% |
| 5) Alexander McQueen | 19.2% |
Top 3
Most Expensive
Footwear Items
Louis Vuitton Nike Air Force 1 Low
'Black Metallic Silver'
Jordan 1 Retro Low Dior
Jordan 1 Retro High Dior
Authentic Value by Global Region
Footwear is an overwhelmingly US-driven market.
The
Americas
Value Share
Europe &
Middle East
Value Share
Asia
Pacific
Value Share
Top Countries by Volume
Risk Signals by Country
Geography tells two different stories. The U.S. leads on volume. APAC and smaller markets lead on concentration, where a higher share of what's in circulation is fake. Same problem, different shape.
アパレル鑑定
The apparel resale market is booming, and so is the flood of fakes trying to
move with it. With consumer demand for trust at an all-time high, there has
never been a more critical moment for authentication to enter the category.
We authenticate the world's leading apparel brands:
Note: Note: Entrupy is not sponsored by or affiliated with any of the designers listed on the Entrupy website. Entrupy’s authentication service is based solely on Entrupy’s detection algorithm, and the database relied upon is not based upon data provided by any of the designers listed on the Entrupy website. The designers listed on the Entrupy website or application are neither responsible for nor bound by any of Entrupy’s findings and may not honor any certificates of authenticity provided by Entrupy.
Apparel Has a
Fake Problem.
Nearly 1 in 3 Items Unidentified.
The Riskiest Category by Far.
Total Authentications
Top Brands by
Volume & Value
Which brands are being authenticated most, and what that tells us about where real value lives in the market.
| 01 | Supreme |
| 02 | Off-White |
| 03 | Denim Tears |
| 04 | Fear of God |
| 05 | BAPE |
Most Trusted Brands
Supreme and Off-White had the lowest rate of fakes relative to volume — making them the lowest risk. Mature resale ecosystems and strong brand control → lower counterfeit penetration.
Riskiest Brands
This data reflects the percentage of "unidentified" submissions and highlights brands with the highest relative risk of fakes.
Volume is not the same as vulnerability. The brands winning on both are often the ones who've figured that out. Supreme and Off-White dominate on both volume and value — and hold the lowest unidentified rates in the category. They're the most counterfeited by name recognition, but the most trusted in practice.
The real red flag is Fear of God Essentials. Top 4 in volume. Top 4 in value. And a 95.75% unidentified rate. Nearly every item is unverified. Same story with BAPE at 85% and Sp5der at 61%.
| ブランド | % of Fakes |
|---|---|
| 1) Fear of God Essentials | 95.75% |
| 2) BAPE | 85.19% |
| 3) Nike | 73.33% |
| 4) Sp5der | 61.02% |
| 5) Denim Tears | 35.97% |
The pattern is consistent.
Accessible, high-demand basics with simple branding and steady resale appeal are the easiest targets.
Authentications vs.
Risk Patterns
Apparel splits into two clear ecosystems:
- Established resale-controlled brands (Off-White, Supreme) → lower risk
- Mass-hype diffusion brands (Essentials, Sp5der, BAPE) → extreme counterfeit exposure
High-Trust
| Off-White | 94.49% authentic |
| Supreme | 85.03% authentic |
Mid-Risk
| Denim Tears | 63.64% authentic |
| Hellstar | 70.59% authentic |
High-Risk
| Fear of God Essentials | 3.97% authentic |
| BAPE | 11.11% authentic |
| Sp5der | 35.39% authentic |
#1
Most Expensive
Apparel Item
The $20,000 varsity jacket was going for closer to $50,000 until recently. Better to call it around $20,000. For the varsity jacket, it's something Chrome Hearts made and offered to VIPs after Timothy Chalamet debuted a 1:1 version at a Knicks game.
Chrome Hearts
Varsity Jacket
Pictured: Timothée Chalamet
Image Credit: Al Bello/Getty Images
アメリカ合衆国
~99% of volume is authenticated from The Americas. Unlike luxury, apparel resale authentication is still regionally concentrated.
US States
These three states drive the highest volume of apparel authentications across the US, making them the most active markets for apparel verification.
ニューヨーク
カンザス
Arizona
Arizona – The
Fakest State.
Nearly every item submitted for apparel authentication in Arizona turns out to be fake — making it the highest-risk market in the country for apparel.
Coming Soon:
From the exploited workers who make them, to the online marketplaces that spread them, the supply chains that move them, and the brands fighting to stop them, we're tracing the full lifecycle of fake goods. This is the State of the Fake.