In this episode, Branddy speaks with Steve Lamar, CEO & President of the American Apparel and Footwear Association During the episode, they share (teaser of the problem he helps the audience solve).  Topics discussed: How the Three Ts, Traceability, Transparency, and Trust, are crucial for sustainability and compliance in supply chains. ESG awareness in the context of counterfeiting. Overcoming indifference in public opinion towards the harms of counterfeiting. Why legislation needs constant updates as counterfeiters adapt rapidly, and how the INFORM Act is a huge step forward. Collaboration with trade associations, engagement with peers and policymakers, and educating all levels of a company. Why brands engaging with legislators and sharing their stories is crucial for effective IP protection. The importance of IP protection in innovation and growth in a nation's economy Advice for Fashion Brands: How joining associations, collaborating, and remaining adaptable to evolving IP challenges are crucial for fashion brands today.