The paper investigates authenticity in supply chain, applying the concept of self‐authentication to analyse authentic productions resulting from an authentic supply chain. Adopting the method of action research, the authors accompany the planning and creation of an extended local textile and apparel supply chain based on the native wool produced by autochthonous Tuscan sheep. The research studies native wool's self‐authentications along the supply chain together with the related compromises and paradoxes. The methodology used is based on a mixture of qualitative techniques that has favoured researcher participation in the context of analysis. Copyright © 2014 John Wiley & Sons, Ltd.