WS.NL launches world’s first wearable NFT
The first wearable NFT artwork, dubbed the NFT(EE), was created by We Are Pi in collaboration with multidisciplinary artist @GabBois. Blurring the lines between luxury fashion and technology, this T-shirt is connected to an AR filter that brings the NFT artwork to life.
Amsterdam December 15 2021.
Luxury online fashion retailer Winkelstraat.nl launches the world’s first wearable NFT. Created by WE ARE Pi in collaboration with multidisciplinary artist @GabBois, the campaign will launch by auctioning a unique artwork created by Gab Bois on the world’s largest NFT platform, OpenSea.
Simultaneously, Winkelstraat.nl will release a one -time drop of 500 Limited Edition NFTees. Those lucky enough to secure an NFTee will be able to access an exclusive AR Filter of the artwork, created by Dutch AR Artist Isabelle Udo (from mixed reality studio VideOrbit), by scanning the NFT(EE) itself. We Are Pi worked with photographer Qiu Yang (Studio Qiu Yang) on the campaign.
NFT(EE) Auction Launch trailer
Barney Hobson, Executive Creative Director of We Are Pi says, “In a rapidly changing digital landscape the definition of luxury is constantly evolving. By bringing the latest technology to a luxury fashion collaboration, Winkelstraat.nl is re-defining the meaning of ownership in the fashion world. The NFT(EE)is not only a playful and desirable fashion item, but a statement of support for digital artists and designers.”
Joost van der Veer, CEO and co-founder of Winkelstraat.nl adds, "We are extremely proud of the launch of this special collaboration with super talent Gab Bois and our first NFT. For us, luxury fashion is about unique items; clothing that helps you own it. We are therefore determined to offer our users many more one-of-a-kind fashion items in the coming years.”
NFT (non-fungible token) digital artworks are traded on the Ethereum blockchain, with collectors investing millions of dollars for exclusive ownership. By combining crypto-technology with a wearable fashion item, the NFTee marks the first time an NFT artwork has been designed for digital and physical fashion retail.
Founded in 2012, Winkelstraat.nl is an online marketplace connecting 300+ luxury fashion stores in Europe, and featuring over 600+ brands. They have a unique offering as one of the only ones to sell both global luxury brands (like Gucci) and local premium brands (like Mason Garments) together in one place. Winkelstraat.nl takes luxury service for its customers really personally. Going the extra mile in the ordering and delivery experience because just like owning a car or a house, they see luxury purchases as big and memorable moments.
CEO - Joost van der Veer
Creative lead - Ruben Verheggen
Social & Partnership Manager - Romy Maljaars
Creative Content Coordinator - Noenja Cia
Creative Producer - Justin Beekwilder
Art Director - Ruben Verheggen
WE ARE Pi
CEO - Alex Bennett Grant
Executive Creative Director - Barney Hobson
Senior Art director - Jeena van der Heul
Copywriter - Kyle Foreman
Design Director - Seth Josephs
Motion Designer - Nick Fatouris
Designer - Gemma Stoner
Senior Producer - Ekaterina Golovkina
Senior Strategist - Paris Bethel
Managing director - Patrick Garvey
Head of Client Partnerships - Agathe Derrstroff
Senior Account Director - Daniel Padwick
Account Manager - Slav Slavov
Business affairs - Emily Douque
NFT Artist - Gab Bois
Photographer - Qiu Yang (Studio Qiu Yang)
Retouching - Edge Company
Music - Soundsright
AR Artist - Isabelle Udo
Download PDFDownload PDF
About WE ARE Pi
We Are Pi is an award winning Creative Innovation Consultancy that partners with clients to build brands worthy of thriving in changing times by initiating transformation programs. We Are Pi Client partners include Amazon, Nike, IDFA, Heineken, Intersport, Pepsico and Patagonia. We Are Pi was named Small Agency of the Year 2018, 2019 and 2020 by Creative Pool and Ad Age.
We Are Pi cultural research platform, New Society Rules, helps brands navigate cultural change. We Are Pi content arm, Pi Studios, produces ground breaking stories about cultural change. We Are Pi is proud sponsor of Black Strat, Plus Plus One and Creative Jam Session.