The design world is facing a crisis of authenticity as cheap knock-off products continue to flood the market and threaten the profitability of original design work. In this compelling episode of I Hear Design, host Robert Nieminen sits down with Massimo Buster Minale, founder of the iconic London-based brand Buster + Punch, to discuss the rampant spread of counterfeit products and its impact on the interiors industry, as well as his advocacy work to protect original design in partnership with the non-profit organization, Be Original Americas. From his roots in motorcycle craftsmanship to pioneering bold, tactile home fittings, Massimo shares his firsthand experience combating knockoffs, protecting intellectual property, and building a loyal community that values craft and originality. The two also explore how today’s design culture—oversaturated with AI, social media, and repetitiveness—is giving rise to a renewed interest in and demand for meaning, materiality, and ethical design practices. This is a timely episode that offers a powerful reminder of why originality in design is so important and what we can do to protect it.