This week saw Prada take its brand identity to new extremes, with the luxury fashion house announcing that it would be a key contributor to the design of NASA’s Artemis 3 spacesuits. Tech wearables are also regaining traction as industry giants like Meta and Apply try their hand once again at cracking the fashion arena.
In other news, Los Angeles-based streetwear label The Hundreds has teamed up with multidisciplinary artist Amber Vittoria to further explore the virtual and physical realm. Over the past few years, the streetwear community has boosted its curb appeal by tapping the NFT community and exploring potential synergies.
AR leader Zero10 has also unveiled a new partnership with Ugg. The sheepskin stompers were the reigning footwear choice of the early naughties, but the brand has more recently been recognized as the comeback kid of 2022. Now, it’s ready to take that legacy to Web3.
Nike’s latest Air Force 1 design targets its .Swoosh community. Photo: Nike
Nike’s latest Air Force 1 design is available only to its ‘.Swoosh’ NFT community
The news: Kicking off the footwear theme in Web3 this week, Nike’s .Swoosh Web3 platform unveiled its first physical sneaker silhouette last week. Coined the Air Force 1 Low “Tinaj,” the shoe will drop on October 20 exclusively to .Swoosh members who have opened at least one OF1 Box (.Swoosh’s digital token) by October 16. The sneaker will be available for $120 via the Snkrs app.
The verdict: More brands have dropped phygital products targeted exclusively at their Web3 communities this year in hopes of boosting their value in the digital realm. In July, Gucci released a new line of products, including a handbag and a wallet, which could only be obtained by trading in the maison’s digital tokens, thus excluding any member of the general public from the sale.
The trend arrives at a time when brands are testing new routes in Web3 to keep their community engaged. As more players drop products dedicated to their Web3 cohorts, demand for access into these elite member circles is rising, encouraging more luxury revelers to invest in NFTs.
Ugg has partnered with Zero10 to offer an AR Mirror at its New York City flagship store. Photo: Zero10
Ugg teams up with Zero10 on AR-powered campaign
The news: Southern Californian lifestyle brand Ugg is tapping AR pioneer Zero10 for its latest campaign, coined “UGGextreme,” and its product launch on October 19. As part of the collaboration, Zero10 has created a custom, Ugg-inspired AR pop-up experience at its New York City flagship store for shoppers to engage with via the company’s proprietary AR Mirror. The immersive tech transports visitors into the arctic universe of “UGGextreme.”
The verdict: After regaining its star status over the past year, Ugg is pivoting to the digital world to avoid losing its luster. And with the global smart mirror market estimated to reach $6.25 billion by 2030, according to SkyQuest Technology, partnering with AR-spearheader Zero10 is a good place to start.
As Web3 tech like AR becomes ubiquitous, brands are now faced with fierce competition both online and offline. For Ugg, the partnership with Zero10 will help the fashion brand remain culturally relevant and optimize its retail experience through tech innovation.
The Hundreds has joined forces with NFT artist Amber Vittoria for its latest drop. Photo: The Hundreds
The Hundreds releases new physical T-shirt line in collaboration with Amber Vittoria
The news: LA-based streetwear brand The Hundreds, best known for its community-centric ethos, has launched a new line of T-shirts in partnership with multidisciplinary NFT artist, poet, and author Amber Vittoria.
The project marks the next chapter in their ongoing collaboration, which kicked off during NFT NYC with the pair’s limited-edition “JPEG Collector” crewneck — an item that sold out almost immediately at the event.
The verdict: The Hundreds became one of streetwear’s earliest NFT and Web3 adopters after the brand dropped its first token collection in 2021. Since then, the label’s co-founder Bobby Kim, aka Bobby Hundreds, has vocally advocated for NFTs as a gateway to revolutionizing fashion and supported fledgling talent by amplifying their works through Web3.
Streetwear has been outpacing luxury when it comes to embracing NFTs. Streetwear and NFT communities are both built on the same values of counterculture — a bond that the luxury and token markets are yet to cultivate to the same degree.
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