Christian Louboutin Destroys Shoes in Web Video

The website, www.christianshoeslouboutin.com, marks a stark change in the way luxury brands are addressing the problem of fakes. Exasperated by the cultural acceptability of buying counterfeit merchandise, Mr. Louboutin has boldly decided to go public with his efforts, and essentially shame purveyors of fakes out of business by changing consumer attitudes.

“We have adopted a ‘zero tolerance’ policy and have put in place a comprehensive program to deal not only with the sites offering fake Christian Louboutin products, but the sources thereof, the distribution systems, the auction sites and other avenues of trade in the fake products,” the site says on its homepage. The site, which is linked to Mr. Louboutin’s main website, also maintains a list of e-commerce retailers that are selling fake Louboutin products, as well as news updates about lawsuits and raids.