Typically when a company sees people creating knock offs of its products, it sends cease and desist letters. In the case of Saddleback Leather Co., it took quite a different approach.

In a video posted to its YouTube channel, CEO Dave Munson teaches counterfeiters how to better knock off its bags.

Over the 12 minutes, Munson’s fun, snarky attitude sucks you in as he goes over proper materials and design. There’s even an appearance from a mariachi band as he communicates with a designer.

Currently, the video has less than 5,000 views, but we have a good feeling that’ll only go up for Saddleback Leather, as will its sales.