MILAN, Italy (February 14, 2019) - Perkins Coie, a global, Seattle-based law firm, hosted an industry event focused on future technologies for the fashion and retail industries. Held at the Starbucks Roastery and later at the Palazzo Parigi in central Milan, the event was attended by Kevin Hamilton, partner and chair of the Retail & Consumer Products industry group and emceed by Miriam Farhi, partner in Perkins Coie’s Technology Transactions & Privacy Practice, with guest speaker Emanuele Bertoli, entrepreneur, innovator and CEO and founder of the BerBrand Group and its 1TrueID technology.

During the panel, moderated by Farhi, Bertoli expounded on the challenges facing the fashion industry and how his award-winning technology, 1TrueID, is helping global brands such as Hugo Boss and Colmar to assure compliant sourcing and tracking of raw materials and finished product across the supply chain and distribution network.

“The fashion and retail industries are in constant need of sourcing strategies and platforms to stay ahead of challenges to the industry,” Bertoli said. “Tools like 1TrueID are reflective of this greater need for stronger efforts to facilitate the introduction of artificial intelligence and technological advances into the customer and supply chain experience.”

1TrueID is a technology that imprints a non-invasive digital DNA on finished product, allowing fashion brands to trace, track and protect materials and product from falling prey to the global web of criminal activities of theft and counterfeiting. BerBrand Group is also involved in a collaboration with sustainable fashion brand WRAD, which has received support from the Italian Ministry of Economic Development.

Attending the event was an audience of more than 50 representatives from the fashion, retail and technology industries. Perkins Coie Partners Tom Bell (Technology Transactions & Privacy), and Andrew Grant (Technology Transactions & Privacy) were also in attendance.

Lawyers in Perkins Coie’s Retail & Consumer Products industry group help clients meet their strategic goals and advise them on a range of issues including tax, marketing, litigation, intellectual property, labor, real estate, franchising, consumer protection and bankruptcy. The group is proud to represent some of the world's most admired and successful companies in the retail and consumer products space.

Perkins Coie is a leading international law firm that is known for providing high-value, strategic solutions and extraordinary client service on matters vital to our clients’ success. With more than 1,200 lawyers in offices across the United States and Asia, we provide a full array of corporate, commercial litigation, intellectual property, and regulatory legal advice to a broad range of clients, including many of the world’s most innovative companies and industry leaders as well as public and not-for-profit organizations.

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