American denim brand owned by Kontoor Brands Wrangler announced Tuesday the release of a two-part NFT in collaboration with Grammy Award-winning recording artist, Leon Bridges.
Coinciding with Wrangler’s 75th anniversary and focusing on the brand’s next frontier, the metaverse, the launch of which begins this month with the release of 75 NFT digitally animated Icon-Tier featuring one of the Bridges’ signature dance moves. Each Icon-Tier NFT provides collectors with access to digital communities, a Wrangler-branded virtual metaverse wearable plus a VIP ticket to a private, invite-only performance by Bridges at New York Fashion Week in September 2022.
Next, in September, Wrangler will also announce and auction the one and only NFT Legendary-Tier, featuring a replica of Wrangler’s custom denim jacket and apparel created for Bridges. It includes digital content, granting auction winners exclusive access to content Bridges has created just for them.
“Fashion, technology and music influence us all, and I love how Wrangler connects the three of us on this wild ride,” says Bridges. “Through Wrangler, I convey my Texas roots and who I am, so I am honored to help the brand celebrate its history while continuing to forge the future.”
“Wrangler is a brand that has always been inspired and thrived in the Wild West, and the metaverse is simply our next destination,” explains Tom Waldron, global brand president at Wrangler. Waldron, global brand president at Wrangler explains.
“We’re celebrating 75 years of history by looking to the future of fashion, looking over the horizon at what’s next. We can’t wait to celebrate with Leon Bridges and all of our fans through this unexpected series of physical, digital and metaverse experiences. ”
Wrangler will also host a metaverse event including —Wranglerverse – this September.
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