Other than the perennial bootleg, what’s the fake news of fashion? The specter of fake news is circulating in things worn on the body, in graphic slogans on this pair of TOPSHOP jeans and fraudulent sellers freebooting cult brands to sell counterfeits. ALEXIS C. MADRIGAL outlines another form of shopping for THE ATLANTIC: a recursion of social media ads and SHOPIFY storefronts that sell one (often low-quality) product under several branded identities. The merch Madrigal wrote about isn’t fake, per se. After all, he ordered a coat and at the end of several weeks received one—stiff and ungainly as he discovered it was upon delivery. Instead, Madrigal found that the coat was one of many similar coats, from one of many similar brand names popping up like daisies in a series of Shopify storefronts. Through portal upon online portal, a single design can be sold under a scattershot of branded identities. Madrigal relays (through an IRISH teenager's YOUTUBE tutorial) how to set up an entire supply and dropship operation using apps: ALIEXPRESS, SHOPIFY, targeted FACEBOOK ads, and a digital worker platform called UPWORK. String them together and you're in business. You've got to give credit to the entrepreneurial spirit here. But the erosion of trust over a single purchase is enough to turn someone off to an entire platform, or at least feel an ambient sense of dread knowing it's rife with robo-brands and spam. We trust social media companies reasonably enough to algo-feed us a cousin’s graduation pics, a high school friend’s wedding, or (relentlessly) the same type of anything we’ve liked a few times in succession. What happens when we no longer trust social companies’ core business model—advertising—to keep people arm’s length from fraud? Or fraud-ish brands, if you will?… CRAIG GREEN makes the kind of workwear fit for off-world exploration, yet it fits comfortably into people's wardrobes in the here and now. Green has said his work is about uniform and community, that he aims to make the workman's jacket the 21st-century equivalent of the trench coat. While his designs begin and end with workwear, his ability to meld functional design elements with otherworldly, tribal visions make him one of the most fascinating—and future-leaning—designers working today. FashionSET: CLOSE-UP: Craig Green, Where Utility Meets Utopia... Briefs: STEPHEN GAN is leaving HARPER'S BAZAAR to join ELLE... Only a matter of time: the DIOR saddle bag is recirculating in the vintage market... DAP shines from a billboard in HARLEM.