It's a QR Code in the label that links to a "digital identity" that "lives in the cloud", once you scan it you add data to the "garment's global journey". Main selling point is that the QR code shows the consumer that the product is not faked and the manufacturer what kinds of products are resold, as curious buyers would scan the QR code.
Why it would be impossible to just go through a real store with a phone and make copies of a few QR codes that you then print on your fakes en masse, I don't know.
Because they will use ML on the blockchain to prove single source origin of the cloud. And shareholders will eat it up.
Less facetiously, however, shoe culture is a thing with a huge resale market. Clothing and shoe piracy is a thing. I could see them using this as a pitch to overcome some of those issues to try and establish a clothing culture to rival shoe culture.
Why it would be impossible to just go through a real store with a phone and make copies of a few QR codes that you then print on your fakes en masse, I don't know.