New Era Cap Company Inc. has promoted Tony Swaffield to Director of Brand Protection in an effort to combat counterfeiting of its products on a global scale.
“New Era's popularity and global presence has made it a key target for counterfeiting operations,” says Christopher H. Koch, CEO. “We will not tolerate others making money through the sale of poor quality, imitated products being peddled as authentic New Era caps. Thanks to Tony and his efforts, we are working towards protecting our consumers and our brand.”
With his new position, Swaffield, whose experience in both the public and private enforcement field spans 25 years, will continue to the fight against counterfeit goods from the company's London office. As Director of the Anti- Counterfeiting trade association in the UK, he is extremely familiar with protocol and guidelines.
New Era currently works with local authorities in countries like China, Panama and South America to seize products that are counterfeit. A global analysis is being conducted to assess threats in each corner of the world. The strategy as a whole is to create the necessary legal infrastructure within every target country and attack the source areas, feeding off intelligence concerning supply routes and wholesale traders. Offenders are prosecuted and punished to the fullest extent of each country's law.
So far, in 2007, over 1 million counterfeit New Era caps have been identified and/or seized in a series of raids that have occurred around the world in countries like China, Brazil, Canada, the UK and the U.S. Additional raids of illegal manufacturers, distributors and retailers are underway and planned in undisclosed locations.
