OTB GROUP REVOLUTIONIZES LUXURY FASHION WITH BLOCKCHAIN TECHNOLOGY FOR PRODUCT AUTHENTICITY

OTB

The international fashion and luxury group, OTB, is taking a groundbreaking step in product authenticity by certifying and registering all products from Jil Sander, Maison Margiela, and Marni on the blockchain, commencing with the Fall/Winter 24/25 collections.

As the inaugural member of the Aura Blockchain Consortium, OTB is providing customers with digital authenticity certificates for all luxury brand products. This achievement is made possible through the full integration of blockchain registration in production processes and the inclusion of a Near Field Communication (NFC) chip in every garment or accessory. To date, OTB has completed blockchain registration and provided digital certificates for over 1.2 million products, aiming to standardize the process and reach an annual rate of 1.5 million products.

On June 5, 2024, in Breganze (Vicenza), OTB announced its plan to provide digital authenticity certificates for all products of the Jil Sander, Maison Margiela, and Marni brands, starting with the Fall/Winter 24/25 collections. This milestone has been achieved by incorporating two crucial steps in all Group production processes: the inclusion of an NFC chip in every garment and accessory, and the registration of all products on the AURA blockchain platform.

Stefano Rosso, a member of the Aura Blockchain Consortium board and CEO of Marni, stated, "This marks a significant advancement in OTB's innovation process, enabling us to ensure greater transparency, new interaction methods, and an increasingly high-profile experience for our luxury brands' clients."

With the launch of a pilot project involving iconic accessories from Maison Margiela, Marni, and Jil Sander, and now extending to all of the brands' products, the OTB Group has established a comprehensive ecosystem for digital certification of product authenticity. Since the start of 2022, the Group has already registered approximately 1.2 million products equipped with an NFC chip on the blockchain platform provided by the Aura Blockchain Consortium. The chip allows clients to use their smartphones to access the digital authenticity certification, which provides information on the product and its origin.

OTB GROUP is an international fashion group that includes the iconic, unconventional brands Diesel, Jil Sander, Maison Margiela, Marni, and Viktor&Rolf. It also controls the Staff International and Brave Kid companies and holds a stake in the American brand Amiri. OTB, short for “Only The Brave,” believes in the possibility of pushing beyond the boundaries of fashion and style to support the creativity of international talents and fully express the innovative spirit and uncompromising courage of its founder and chair, Renzo Rosso. With over 7,000 employees worldwide, the Group is founded on a consumer-centered digital approach, a concrete long-term commitment to creating a sustainable, technologically driven business, and a close focus on social issues through the OTB Foundation.