Trend | NFC-chipped clothing or networked fashion to reinvent the luxury sector
Image credit: Fashion Network
What's the trend?
There's a long list of brands building NFC chipped fashion lines, linked to NFTs.
Recap: Near Field Communication (NFC) allows two devices to connect with each other over short distances like Apple Pay and Google Pay.
The recent rise of NFC chipped fashion links clothing to NFTs creating authentication, resale, community and engagement opportunities for brands. Providing a certificate of authentication, that's is critical for luxury fashion houses to validate provenance.
Here are some great use cases
👜 LVMH 'Authentique Verify' allows Patou to connect each high-end product to a unique digital fingerprint, verifying the asset as authentic
🧢 NFC chipped 9dcc caps allowed gmoney's community at the real life treasure hunt @NFT.NYC to earn NFTs, personalised POAPs, socialise with the product and interact with the 9dccxyz ecosystem.
👟 The RTFKT x AF1 drop boasts an embedded World Merging NFC Chip so holders can flex their collectibles in digital and physical worlds.
🧘 NFT chipped Moonpay terminals enabled Alo Yoga to distribute free in-store NFT claims of daily affirmations for mental health awareness month
🧥 NFC chipped Wrangler jacket x Jeremy Booth allowed anyone to earn a ‘Concrete Cowboys’ POAP @NFT_NYC
🥼 NFC chipped Cult & Rain hoodies ‘Drop 002’ links to a 3D AR animated DreessX NFT and portal to the brand’s app
🏟️ NFC chipped Endstate Sneakers links to the NFT rewards including tickets to DeVonta Smith hosted event and an Eagles watch party
💍 NFC chipped 18k gold ring ‘Frillz’ by Metaverse Futurist Cathy Hackl links to a certificate of authenticity
🚗 NFC chipped Renault 'Racing Shoe5' provide a 2nd NFT and a certificate of authenticity
Our 0.02ETH 🍃
Luxury brands can better track of their inventory and activate against the entire lifecycle. Meshing NFTs to the clothing brings the consumer closer and invested with their garment for the current and future opportunities.
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Who’s hungry for zero-party cookies?
Welcome to the future of personalized consumer data.
Camilla McFarland isn't just a crypto OG who's been making moves onchain since 2013; she's also an advisor and member of Mojito's founding team, who's long been at the forefront of brand innovation in web3.
What better person to wax onchain poetic on the future of brands in web3 at one of the industry's largest global gatherings: EthCC?
Following her talk last year on Big Brands & Web3: NFTs and the consumer brand revolution, Camilla took the stage this week in Brussels to drop some more alpha on brands making moves onchain in a new talk, Zero-Party Cookies: the future of personalized consumer data.
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Use Case: Richie Hawtin & Proof-of-Attendance NFTs
Breaking down a different future for drops.
For techno icon Richie Hawtin, drops are about more than just bass.
As one of the most acclaimed artists in electronic music history, the Ontario, Canada-bred musician has long had an affinity for leveraging futuristic technologies to make processes more efficient and engaging.
“Music and technology have absolutely always been intertwined for me,” Hawtin said in a 2022 interview.
From soundtracking Prada fashion shows with mind-bending audio-visuals to creating his own mixer (and tech-indebted sake brand), Hawtin has always pushed the bar.
Since 2022, his journey as a musical technologist has included a growing affinity for web3 — more specifically, Proof-of-Attendance NFTs.
How to Rewire Your Brain (and Brand Strategy) using Web3
From web3 data to web3 wallets - the only constant is change.
In technology, as in life, this one always hits. Whether it’s AI-powered smart pillows, a fully NFC-chipped wardrobe, or an entire generation spending their allowance on avatars, the future of engaging consumers is no longer about maybe leveraging next-generation technology — it’s a must.
Nonetheless, it’s not always easy to keep up when so much change is in the air. Sometimes, it even requires us to completely rewire our brains to make room for what we must understand to thrive as a brand. Rather than turn this into a game of Operation, let’s continue.
