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This book provides the first criminological investigation into the consumption of counterfeit fashion. It investigates the demand side of this burgeoning industry, rather than focussing on the supply side, via original empirical research and current theoretical advancements in the field of critical criminology. It captures the authentic voice of both those who knowingly and unwittingly purchase counterfeit fashion items in such a way that moves beyond stereotypical notions of who consumes counterfeit products by grounding the study in the reality of our times; contemporary consumer capitalism. It advances our understanding of the reason why, and way in which, counterfeits are consumed and promises to broaden our understanding of the multifaceted dimensions of harm involved with the fashion counterfeiting industry. Importantly, the book facilitates a broader view of the counterfeit fashion industry by highlighting connective links to the legitimate fashion industry; acknowledging the role of advancements in information and communication technologies.