DeFeet uses blockchain technology to deter counterfeiting, increase engagement

By Stephen Frothingham

HILDEBRAN, N.C. (BRAIN) — Sock maker DeFeet International is using blockchain technology in its packaging to allow consumers to authenticate their purchase and create a connection for warranty, repair and loyalty programs.

Blockchain is a decentralized ledger system. DeFeet is working with to implement the system. Consumers will be able to scan their products with a mobile device to ensure they are not counterfeit and to register the product.

“Putting consumer goods, including high quality apparel items, onto blockchains is not only an inevitability, it’s here right now.” says Paul Willerton, DeFeet’s VP of marketing. “What we see is a way to provide better engagement through basically one step by the consumer: scanning an item with their mobile device.”

DeFeet founder Shane Cooper said, “Protecting our brand, artists and products to ensure customers are getting what they pay for has always been important … and if we can do that economically, at scale, and provide a better customer experience at the same time, the decision is easy.”

DeFeet plans to roll out LuxTag on specific products lines. The first to receive blockchain asset status will be the company’s Barnstomer line products. is the portal for the Adventure Cycling Club DeFeet introduced …read more

Via:: Bicycle Retailer and Industry News