Kering Explains "Made In Italy" Mix-Up

Kering has denied any wrongdoing in the current case being brought against its Eyewear division by sunglasses boutique Selima Optique, which has accused the conglomerate of falsely labelling sunglasses with the prestigious “Made in Italy” stamp, when they have been - either in part, or wholly - made elsewhere.

A spokesperson today attributed the incident to a mistake made in its Veneto factory where all its luxury eyewear is made and where all its stamping is done. Eyewear from its Puma label (which is made in China and sometimes in Japan) was brought to the factory to be stamped "Made In China". While this was taking place, 19 pairs of sunglasses from Kering's luxury portfolio got mixed up and were stamped twice: Once "Made In China" and once "Made In Italy". These pairs were then sent to two wholesalers; 18 pairs to one (which the spokesperson declined to reveal) and one pair to Selima Optique. When the mistake was realised, Kering contacted both wholesalers, said the spokesperson, after which the one with the bulk of the stock is said to have understood, but Selima Optique chose to take legal action.

An official statement from the label said "Kering Eyewear denies all allegations made by Selima Optique, Inc. Kering Eyewear luxury products are made in Italy and are labelled in compliance with all applicable law."

Women's Wear Daily reports that Selima Optique argued in the lawsuit filed that: "Wholesale customers and retail consumers, who pay a premium for Italian made products especially those carrying designer labels such as Yves Saint Laurent, are falling victim to a deceitful bait-and-switch scheme by defendants, who are selling eyewear that are actually manufactured in China, while bearing the stamp 'Made in Italy'. Defendants' misleading packaging and labelling are exacerbated by an overall marketing campaign, online and in print, that mislead wholesale customers as well as the consuming public to believe that their products are made in Italy."

Kering only brought its eyewear licences in-house last year in a move that although was initially met by “curiosity and scepticism” from the industry, CEO of Kering Eyewear Roberto Vedovotto told Suzy Menkes earlier this year at the CNI Luxury Conference, “The eyewear industry has been established for many years... we were convinced it was time for a change."