Streetwear brand Gun Ainm rolls out security labels

Luxury streetwear brand Gun Ainm Clothing is only a few months old but is already making waves in the fashion sector, and wants to protect its designs from counterfeiters.

The Scottish company – set up by Cameron Friell and Ella D'Aguilar – will start using security labels developed by Eltronis to allow customers to authenticate their purchases.

Gun Ainm's range includes T shirts, shirts, shorts and trousers, with prices ranging from £145 to £335 per time, according to the brand's website. All the clothing is handmade in Alloa, Scotland.

The designs derive from collaborations with artists, adding another layer to the creative design process that needs to be protected from knock-offs.

The fashion industry is one of the most prolific markets for counterfeiting, with online sales making it easier than ever for fraudsters to scam consumers by replacing genuine items with fakes, accrding to Eltronis.

Every genuine Gun Ainm purchase now comes with a card of authenticity  This contains a permanently adhered holographic label, customised with the company's logo and a unique QR code and serial number which allows authentication of the garment by scanning with a smartphone camera.

On activation, customers are not only able to verify their purchase but are also provided with a variety of relevant product and brand information as they are directed to a dedicated web page.

"Our driving purpose at Gun Ainm is to showcase talented, independent artists through the medium of streetwear and having the ability to reassure our customers and collaborators that each product is genuine is an integral part of our philosophy," said Friell.