The Iconic Dupe

What do you do when dupes become your biggest competition? You outdupe them.

Dupe culture is everywhere. From fashion and beauty to furniture, lookalikes have become a huge part of how people shop. And social-first furniture brand OMHU knows this better than most. Its TEDDY sofa is one of the most copied sofas on the internet, with countless imitations popping up across online marketplaces.

So instead of fighting dupe culture, OMHU hijacked it.

The Danish brand created TEDY (with one D), a limited-edition dupe of its own sofa, and put it up for sale on dupe marketplaces, right next to the knock-offs. It had all the hallmarks of a typical dupe, including a suspiciously similar name and a bargain price. The difference? It was made by OMHU, with the same quality, materials and craftsmanship as the original.

The Iconic Dupe, took the idea beyond the sofa. From celebrity lookalikes and ‘dupefluencers’ to a New York lookalike competition and billboard campaign, OMHU leaned into the absurdity of dupe culture, using the very thing that had become a problem for the brand as its biggest proof of cultural relevance.

So many dupes. Only one original.