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Usually the price is a big give away. If someone is selling a brand new set of brides for $400. You can pretty much be assured they are fake. Other than seeing the actual receipt for them it's kind of hard because the knock-offs these days are almost identical. I've seen a few that have everything the reals ones do including the little stitched on tag.
money is the first sign, but if they look real enough, people will say it's real and jack up the price a lot. Make sure to look behind the headrest to see another bride logo. A lot of companies are bringing down cost by not printing them on the back which means its fake.
my friend has a set of fake brides, they look good in everyway. he got the red alcantra style, the fabric is usually a dead give-away. it feels like **** compared to the real thing. from a glance, i wouldn't have known any better though.