Steve Lamar, CEO & President of the American Apparel and Footwear Association, discusses the importance of traceability, transparency, and trust in supply chains. He highlights the need for updated legislation to combat counterfeiting. Lamar emphasizes the crucial role of brands engaging with legislators for effective IP protection, as well as the importance of IP protection in innovation and economic growth. He offers actionable advice for fashion brands to protect their IP, including joining associations and remaining adaptable to evolving challenges.
