The late-90s brand has seen a resurgence in recent years as fashionable millennials are drawn back to its preppy, slightly out of date aesthetic. To capitalize on this trend, Gap launched their first ever NFT collection which incentivizes visitors to share the story of their fashion choices through social media and chatbots.
Gap, the world’s largest retailer, has debuted its own NFT line, making it the latest apparel company to enter the NFT market. The collection was designed in collaboration with NFT platform InterPop and will be housed on the energy-efficient Tezos blockchain, in keeping with the company’s environmentally conscious ideals.
Digital artwork by Brandon Sines, the artist behind Frank Ape, as well as tangible, collectable ‘Gap x Frank Ape’ sweatshirts are among the NFTs in the collection. Customers will not be able to get their hands on most of the NFTs in the collection via a simple sale; instead, they will have to traverse through four gamified and unlocked tiers in order for NFTs to become accessible to them.
‘Common,’ ‘Rare,’ ‘Epic,’ and ‘One of a Kind’ are the four tiers. On January 13th, ‘common’ NFTs were available for purchase on the Gap NFT website for 2 XTZ apiece (about $9), with the firm promising that higher-level NFTs would be accessible in the coming weeks.
Higher-level NFTs will be more limited in supply, so they’ll be distributed on a first-come, first-served basis when they’re issued, along with limited-edition NFTs at the ‘Rare’ and ‘Epic’ levels.
Gap’s dive into NFTs follows in the footsteps of other illustrious fashion labels who have carved their way into the space in recent times, as August saw luxury fashion brand Burberry launch a collection in collaboration with blockchain game Blankos Block Party, which was closely followed by the launch of Dolce & Gabbana’s Collezione Genesi collection.
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