Wrangler Introduces NFC-Enabled Vintage Denim
Denim clothing giant Wrangler has teamed up with vintage clothing brand MNTGE to release a new line of vintage denim integrated with blockchain technology. The limited-edition digital wearables feature near field communication (NFC) chip patches that can be digitally signed and reveal the history of the brand recorded on the blockchain. The collection, which was unveiled at the NFT Paris event, includes 60 pieces of garments with phone-scannable NFC tags.
Bridging the Past and Future
Wrangler’s global creative and concept director, Sean Gormley, stated that customers have shown interest in learning more about the brand’s history. By scanning the NFC tags, customers are directed to a customized web page that showcases Wrangler’s 77-year-old legacy and story. The vintage western shirts and denim jackets used in the collection were sourced from the 1970s through the 1990s by MNTGE and re-fashioned with blockchain integration. Some of the items were decades-old Wrangler pieces discovered in Germany.
Wrangler Uses Blockchain for Tracking
The NFC tags not only provide customers with access to Wrangler’s history but also enable tracking throughout the lifespan of the item using blockchain technology. This allows for updates to metadata whenever the item is scanned, resold, or passed down. Gormley believes that this level of transparency and authentication can differentiate Wrangler from resale channels selling their products.
Wrangler’s Partnership with Leon Bridges
In addition to the NFC-enabled vintage denim collection, Wrangler has also partnered with Grammy award-winning recording artist Leon Bridges under the name “Mr. Wrangler.” As part of this partnership, Wrangler has launched an NFT to commemorate its 75th anniversary. The NFT, which costs 1.947 Ethereum or $2,609.17, connects the metaverse with the physical world.
Hot Take: Wrangler Revolutionizes Vintage Denim with Blockchain Integration
Wrangler’s collaboration with MNTGE to create NFC-enabled vintage denim represents a significant advancement in the fashion industry. By integrating blockchain technology, Wrangler is able to provide customers with a deeper understanding of the brand’s history and authenticity. The use of NFC tags allows for easy access to information and tracking throughout the item’s lifespan. This innovative approach sets Wrangler apart from other brands and creates a unique experience for customers.
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