If you follow the luxury retail world, you know that counterfeit goods have evolved from cheap street-corner knockoffs into a massive, multi-billion-dollar headache. Today’s counterfeiters are so skilled at replicating stitching, materials, and brand logos that their high-end replicas—widely known in the industry as “superfakes”—regularly fool even seasoned collectors.
Now, an emerging hardware startup called Veritas is tackling the counterfeit crisis head-on with proprietary authentication microchips, and they just announced a major expansion beyond clothing into hard luxury goods.
Why Traditional Digital Tags Fail
Founded by Lucy Holland—a former technical product manager at Tesla who brings a unique background in art and design—Veritas builds ultra-discreet microchips designed to be embedded directly inside physical items without altering their look or damaging the materials. Brands use the hardware to verify authenticity at the source, while everyday buyers can pull up a digital certificate of ownership using a dedicated mobile app.
You might be wondering how this differs from the QR codes or basic NFC tags that brands have tried using for years. According to Holland, legacy methods are surprisingly easy to spoof because counterfeiters can simply clone a static NFC link or copy a QR code onto a fake item to pull up a real digital record.
Veritas closes that loophole by merging physical hardware security with dynamic cryptography. Every time a user taps a Veritas chip with their phone, the chip generates a unique, secure cryptographic response. Even better, the hardware features built-in tamper-evident wiring—meaning the physical link between the object and its digital identity is part of the verification check itself. If someone tries to rip the chip out of a real handbag and glue it into a fake one, the system knows.
Moving Beyond Apparel: Metal and Glass
Up until recently, embedding smart chips worked great for soft goods like sneakers and jackets, but metallic surfaces and thick glass tended to block wireless signals.
This week, Holland revealed that Veritas has officially rolled out its second-generation chip, specifically engineered to operate directly on metal surfaces and scan cleanly through glass. Now production-ready, this hardware upgrade opens the door to a massive range of new product categories, including:
- Fine Jewelry and Watches
- Championship Trophies and Hard-Surface Collectibles
- Glassware and High-End Perfume Bottles
Combined with their existing footprint in luxury apparel, brands now have a way to bake hardware-level authentication into almost their entire product catalog.
High-Profile Collaborations: From Track Crowns to LeBron’s Sneakers
Veritas isn’t just keeping this tech in the lab—they are already putting it into some seriously high-profile cultural items.
This week, the company revealed a partnership with ATHLOS, the premier women’s track and field event founded by entrepreneur and investor Alexis Ohanian (who also happens to be an early backer of Veritas). Through the deal, all 18 championship crowns awarded at the event will have Veritas chips embedded right into the physical trophies for instant authentication.
In another standout showcase, the startup embedded a chip inside a pair of LeBron James’ very first Nike sneakers, which were custom-redesigned by artist Adam Port. Tapping a smartphone against the sneaker immediately pulls up the full provenance, history, and story behind the one-of-a-kind pair.
Turning Authentication Into a VIP Pass
To bring this ecosystem to market, Veritas has raised $1.75 million in pre-seed funding. The round was led by Ohanian’s venture firm, Seven Seven Six, alongside notable angel backers including DoorDash co-founder Stanley Tang, Reys skincare co-founder Gloria Zhu, and prominent tech investor Josh Constine.
Since closing that round back in February, the team has launched both a consumer-facing iOS app and a backend brand portal. Rather than treating authentication as a boring, one-time security check at checkout, the portal lets brands turn verified ownership into an ongoing VIP experience. Once you tap your item to prove you own the real thing, brands can unlock exclusive perks—like private community clubs, seamless check-ins at live events, and early access to limited-edition product drops.
The company also took the stage this week to showcase its hardware at a major three-day startup pitch competition running from Tuesday through Thursday, with the final winners unveiled on Thursday afternoon.