Camo “Cloning”

By some estimates, counterfeit goods cost the world economy more than $650 billion per year. It’s a huge problem, growing in leaps and bounds. Such theft hurts manufacturers, but it also hurts consumers, who end up with shoddy products they thought were genuine. Camo companies in particular have been hard hit by worldwide camo “clones,” and now some are beginning to strike back. Recently, Realtree moved to protect its properties and the value of its partners’ goods.

“Some companies don’t even realize they’re selling counterfeit goods,” said Tom Patterson, Realtree’s general manager of textiles. “It’s our job to educate everyone on detecting a counterfeit and shut down companies who know they’re stealing.”

Though the problem occurs worldwide, roughly 90 percent of counterfeiting originates in China. Realtree believes it’s crucial to identify key partners in the country’s textile and dipping industry. Over the past two years, the company has reduced the number of certified printers by 50 percent. Having a core group of allies located where the majority of counterfeiting takes place cuts down on the amount of illegal fabric and goods leaving the factories.

Realtree also monitors trade shows to ascertain the level of counterfeiting within the outdoor industry. Managers at SHOT and ATA support its efforts. In addition, the company has established a zero-tolerance policy for licensees who are caught selling counterfeit goods. It is also developing a special encryption process that identifies a textile as an authentic Realtree product.

Ultimately, says Patterson, it’s all about protecting the integrity of the brand and confidence in the product. And that is well worth the fight.