Denim brand Wrangler is celebrating its 75th anniversary and its partnership with Grammy Award winner Leon Bridges through the launch of a two-part non-fungible token (NFT) collection, which will combine virtual items and experiences in person.
The first drop will consist of 75 NFTs featuring a signature dance move from Leon Bridges. The digital asset unlocks access to an online community, an animated NFT, a Wrangler-branded digital wearable item for use in the Decentraland metaverse, and a pass to a VIP Bridges concert during New York Fashion Week in September of this year. Once the auction for the 75 NFTs is over, they can be traded on secondary marketplaces, including OpenSea.
In September, a second delivery of a single NFT will feature a digital replica of Wrangler’s denim jacket and custom jeans created for Leon Bridges, which can be used in Decentraland. In addition to the digital outfit, the auction winner will receive a physical replica of the outfit and gain access to exclusive content created by Bridges. NFTs will be available on the Ethereum blockchain through the LTD.INC NFT platform, which is the same platform that will handle the first drop.
Overall, the drop is pretty exclusive. The number of NFTs available is scarce, and the VIP experience can drive up the prices. However, the minimum bid is 0.3 ETH, or $816, and so far there are only bids on two items.
Also, if the project is limited to 76 NFTs, a small number of people will get involved. To address this issue, Wrangler is hosting an event in the metaverse called Wranglerverse that will not have limited attendance. The event will be hosted on Decentraland, where Wrangler’s digital wearables will also be accessible.
“This journey began when Leon Bridges requested a custom Wrangler heritage denim suit,” said Sean Gormley, Global Creative Concept Director at Wrangler.
“Wrangler is a brand that has always been inspired by and thrived in the Wild West, and the Metaverse is simply the next destination for us,” said Tom Waldron, Wrangler Global Brand President. “We’re celebrating 75 years of history as we head into the future of fashion, looking over the horizon to what lies ahead. We look forward to celebrating with Leon Bridges and all of our fans through this series of physical experiences. , digital and unexpected metaverses.
The tokens will be minted on the Ethereum blockchain. Lately, there has been some pushback on environmental concerns given that Ethereum is currently using energy-wasting proof-of-safety work. LTD, the provider of the NFT platform, said it is donating to Offsetra, a startup targeting Ethereum users to invest money in carbon offsetting.
Meanwhile, the group that owns fashion brand Diesel, OTB Group, has formed a new division to explore NFTs and the metaverse. Nike bought NFT sneaker company RTFKT, Adidas and Prada collaborated on an NFT campaign, and GAP launched an NFT collection.