Fashion house Alexander McQueen will use a blockchain

A major fashion house decided to use the blockchain and its core values ​​to protect its products from counterfeiting and providecreative people freedom of expression.

Alexander McQueen has launched a new technicalform under the name MCQ. This brand is the first in its own kind, since it is based on a blockchain platform, which allows the designer and users to control and maintain

Brand MCQ is not controlled by a group of designers -Each item is chosen by a specially selected alliance of start-up creators, thanks to which the company is organizing the creation of a community.

The head of the company said that MCQ is more than just a line once, since this brand works on a digital blockchain platform Q under "MYMC

«Label, partners, correspondent banks,collectors, responsible persons - all meet together on the MYMCQ platform. It represents something more than the usual use case for blockchain. We worked hard to create an optimal process of interaction with clients and created a whole complex of technologies on this basis.

In the final form, the MYMCQ platform will beploschadkoy for covmectnoy paboty podayuschix nadezhdy dizaynepov, a paptnopctvo blokcheyn-ctaptapa Everledger c MCQ dact gapantiyu togo chto platfopma budet bezoshibochno pegictpipovat date every ppedmet odezhdy, vyctavlenny ppodazhu nA.

«MYMCQ works on a special versionSuperledger, which was created by us taking into account previous solutions for tracking the origin of goods in a number of industries. This is the same set of technologies as the version used to track the origin of diamonds, but with an individualized implementation for MCQs,” noted an Everledger representative .

Consistent with Everledger, each subject of the MCQa unique identification code with the following entry in the block will be assigned. After this, consumers will be able to follow the life cycle of this product - from the place and time of its production until it is suitable for the same or another collation. Thanks to this, people will also be able to find out whether the product was sold earlier or not.

Buyers only need a smartphone to scan the product label placed on the outside of their clothes. After scanning the user will receive more information about the product.

The blockchain will allow you to solve the problem with the counterfeit of designer products, the world turnover of which is made up by a trillion dollars.

«Consumers can be confident thatThey buy genuine products, regardless of whether they are sold directly from MCQ or in second-hand stores. This helps combat sales of counterfeit luxury items. Increasing to the same time, they have been alerted by the MCQs, to the smell of an intimacy for the intra -based &#&#18 7;, - Utched in MCQ.

In addition, MCQ explained that the MYMCQ platformfunctions as an open digital eco-system and allows models to create their own products and even choose music for the party at the start-up.

Consumers, also known on the platform as "collectors", can register each of the preferences they have chosen for MCQ in a coded.

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