Prada's CEO Says Counterfeit Goods 'Aren't Totally Bad'

At a time when most companies are desperately trying to squash their counterfeiters, Prada is taking a slightly, um, unconventional approach, according to WWD. While doing an interview yesterday on Bloomberg Television, Prada's CEO (and Miuccia's husband) Patrizio Bertelli said "Fake goods aren’t totally bad, at least it created jobs at some counterfeit factories. We don’t want to be a brand that nobody wants to copy."
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Hayley Phelan
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At a time when most companies are desperately trying to squash their counterfeiters, Prada is taking a slightly, um, unconventional approach, according to WWD. While doing an interview yesterday on Bloomberg Television, Prada's CEO (and Miuccia's husband) Patrizio Bertelli said "Fake goods aren’t totally bad, at least it created jobs at some counterfeit factories. We don’t want to be a brand that nobody wants to copy."
Photo: Getty

Photo: Getty

At a time when most companies are desperately trying to squash their counterfeiters, Prada is taking a slightly, um, unconventional approach, according to WWD.

While doing an interview yesterday on Bloomberg Television, Prada's CEO (and Miuccia's husband) Patrizio Bertelli said "Fake goods aren’t totally bad, at least it created jobs at some counterfeit factories. We don’t want to be a brand that nobody wants to copy."

Say what? It almost sounds like Bertelli admires counterfeiters. In fact, when asked for comment by WWD, a Prada spokesperson reaffirmed the CEO's controversial statement: "The quote is part of an extended conversation that underscored how the market of counterfeits is an objective reality for successful brands and how this phenomenon has its own reality, also in terms of manufacturing, that is very structured."

Well there you have it. We've reached out to Prada for additional comment and will update when we hear back.