Passion is one of Superdry’s core values. Here at Superdry we are passionate about lots of things, but our biggest passions are amazing clothes and our customers. At Superdry, we strive to protect our customers from counterfeits and their associated risks. This is reflected in our commitment to providing a safe and secure shopping environment through our official website, our hassle-free customer service channels and our ‘zero tolerance’ stance against online fraud and counterfeits.

We know that actions speak lounder than words, that’s why our dedicated Brand Protection team regularly identify and remove websites, marketplace listings and social media profiles that advertise counterfeit products or seek to defraud our customers. Our ‘zero tolerance’ approach doesn’t stop there. We are also committed to identifying and eliminating the sources and distribution networks of counterfeit products on a global scale in collaboration with investigation agencies, legal advisors, law enforcement bodies and other brands.

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Counterfeit products can be dangerous.

For a number of counterfeit goods, the risk consists in the products containing substances which have not been approved such as illegal dyes and chemicals. Contact with these products may sometimes lead to allergic reactions.

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Buy fake, buy twice.

Because of their poorer quality and durability, counterfeit goods don’t actually save you money.

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Counterfeiting harms employees at legitimate businesses.

Approximately 2 million jobs are lost worldwide per year as a result of counterfeiting.

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Counterfeiting stifles creativity.

All counterfeit sales discourage originality by mimicking legitimate brands with innovative ideas.

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Purchasing counterfeit items supports organized crime.

Counterfeit sales have been linked to organized crime with the profits going towards drug smuggling, human trafficking, child labour, modern slavery and even terrorist activity. Counterfeits are often produced in sweatshops run by criminal gangs. Workers have little to no protection, with fundamental human rights ignored.

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Counterfeiting is illegal.

Bottom line, when you purchase a counterfeit item, you’re supporting an illegal activity.


1. Check the website is secure

Look for the green padlock icon in the address bar.

2. Check for spelling or grammatical errors.

In the URL and on the website itself.

3. Never pay for online purchases with a bank transfer or send money using money transfer services such as Western Union.

Use a credit card when buying online to help protect you. It means you can make a claim against your card provider.

4. Ensure the website address begins ‘https’ at the payment stage.

This indicates a secure payment.

5. Check the website has a valid certificate.

Check who has registered the website by clicking on the green padlock or to the left of the address bar

6. Read the small print.

Shipping location, shipping charges, return and refund policies. Avoid purchasing from sellers with unclear T’s & C’s.

7. Check the ‘Contact Us’ section.

There should always be customer service telephone number, email address and mailing addresses. The ‘Contact Us’ section should not be a blank form which require the input of personal information.

8. Check seller’s reputation and customer feedback.

Including reviews on Trustpilot.

9. Are there significant discounts being offered?

Look for large discounts from very high to low prices. Trust your instincts. If it’s too good to be true, it probably is.

10. Watch out for pop-ups appearing.

Asking you to confirm your card details before you are on the payment stage. Never enter your PIN online.