Up to 96% of some brands’ items fail authentication checks

If consumers pay a pittance for “Gucci” bags displayed on a blanket on a Manhattan sidewalk, chances are they know they’re getting fakes—but not so when they’re paying dearly for that bag on an online marketplace.

Entrupy, an AI authentication solution for businesses, helps save sellers from the headache of inadvertently passing off counterfeit items. The company just released its annual report that analyzes the mind-boggling number of product requests it processed in the previous year, which in 2025 amounted to goods valued at $3.7 billion.

At a category level, in 2025 apparel proved to be the riskiest Entrupy has tracked since publishing its first report in 2019, with more than 1 in 3 items (34.85%) unable to be authenticated (and potentially fake).

The clothing brand Fear of God Essentials was the least likely to pass muster when products were submitted for review, with 95.75% determined to be fakes, followed by BAPE, at 85.19%.=

On the opposite side of the spectrum, essentially the inverse are Off-White, with 94.49% of products determined to be authentic, followed by Supreme, where 85.03% of the items reviewed were authentic.

• StockX reported it rejected more than 370,000 products for not passing muster for verification in 2024, the most recent year for which it reported data.

Among luxury brands, the one deemed riskiest by Entrupy, meaning that it had the highest percentage of fakes among the items Entrupy tested, was Goyard, with an 18.92% rate of fakes, followed by Prada (13.10%), and Saint Laurent (10.50%).

“The speed of the counterfeit cycle has created even more distrust in both unorganized and regulated markets alike,” Entrupy CEO Vidyuth Srinivasan wrote in the report. “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.”