#93 | Wrangler Incorporating NFT Tags into Clothing

Estimated Read Time: 7 minutes

Hey friends,

Wonderful to have you back with us, we have a thought-provoking lineup of stories from this week that push the boundaries of NFT capabilities, from denim jackets to physical magazines and vintage photos. Let’s just jump into it!

First up on today’s assortment of news comes from someone you may not expect, Wrangler Jean's whose multi-billion dollar company is now taking steps further into Web3 through some innovative NFT tags on their clothing.

To execute on these new age Web3 wearables the western apparel outfit had a top-tier collaboration with renowned artist Jeremy Booth and NFT phygital platform LTD.INC to create yet-to-be-launched clothing starting with an NFT-integrated denim jacket. LTD will add an NFC electronic tag to the limited quantity "Western Art Dept." jackets which will be directly linked to the owner's equivalent NFT.

So why does your denim jacket need an NFT? The initiative was created with two purposes; to have undeniable proof of authenticity for your limited quantity designer jacket, and to bring the jacket into the digital realm for collector's sake. But, this Web3 clothing doesn't stop there, on the shoulder of the jacket is a cowboy hat that was integrated with a Proof of Attendance Protocol (POAP) that allowed the first 300 collectors who met the artist Jeremy at NFT.NYC to claim another exclusive NFT to add to their digital collection.

NFT-connected denim jackets may not have been the first thing coming to mind when thinking about the next generation of the internet. But Wrangler perfectly exemplifies why NFT technology is only continuing to gain traction. Wrangler didn't need to add an NFT, but by just adding a simple tag with an NFT it completely transforms the dynamic for the better with true authentication, digital collections, and all while fostering a Web3-enabled community.

The name Zora may ring a bell for you, but if not they are one of the industry’s top NFT minting platforms creating a more accessible Web3 world for anyone to create their own NFTs. However, it’s not an NFT platform we’re talking about today because this week saw a welcomed surprise of an innovative use case through NFT-backed physical magazines.

The magazines in question called the Zora Zine Print Issues were created as a vital tool to "help advance the values and objectives of Web3" where the physical print will continue to experiment with blockchain-based solutions for decentralizing and democratizing the media industry as it transitions to Web3.

The first issue 001 went up for mint this week priced at 0.0777 ETH for 2,500 lucky readers who will have 250 pages of "Intergenerational Dynamics" themed content created from over 60 contributors. Once holding the Ethereum NFT, people will have token-gated access to redeem the physical magazine.

Zora has been born and raised as a Web3 platform, so although physical magazines may seem like a step backward, they say the Web3 and NFT space will “be fascinating to revisit as time goes on, players rotate, rules change, ideas swirl and waves of hype come and go… Success isn’t just about the medium—it’s about creating value for users, in our case cultural and curatorial.”

NFT-backed physical magazines is a pretty fun combination of words, but it’s not completely new even for Morning NFTea where we have covered similar stories like Science and Vies magazine NFT subscriptions. Either way, it’s clear there’s a pattern of opportunity here for the Web3-ification of the media industry and it’s going to be great to see how it all plays out.

We’ve covered this week’s most thought-provoking NFT use cases from denim jackets and physical magazines, but next up will really push the boundaries with the “Hollywood: from Golden Age to the First Blockbusters” NFT drop from Web3 platform Focus Bloc.

This isn’t just your run-of-the-mill NFT photos though because the collection, founded in 1938, consists of exclusive stills from groundbreaking movies across the decades. The photos include the likes of Scarface and The Godfather to James Bond and Star Wars, while also having stills from prominent actors like Charlie Chaplin and Marilyn Monroe. The decentralization of these iconic moments in film history to the wider world opens up an awesome opportunity for enthusiastic fans to collect and own influential pieces of movie magic.

In a drop of only 333 one-of-one photos priced at a lavish 0.5 ETH, this is first and foremost a photo drop where Focus Bloc marketed it saying “Each 1/1 photograph comes with exclusive NFT rights”. It’s these NFT rights that are the game changer here compared to just letting the photos out into the wild. NFTs are arguably the perfect avenue for vintage photographs in their ability to bring these special photos to the digital domain with a level of ownership, legitimacy and security that was never before possible, all while acting as the perfect vehicle to verify the physical photos themselves.

With authenticatable owners holding rights to these vintage photos, Web3 has created a more fluid market opportunity for the photography industry by enabling anyone to buy and sell ownership rights in seconds to and from anywhere in the world. It’s not just vintage photo collectors that have recognized the benefits of this new industry, because just three newsletters ago we covered the world’s largest camera company Canon launching a NFT photography marketplace.

As Web3 continues to progress closer to mainstream adoption it’s going to become more and more common to see similar patterns like this play out in the industry, and whether it’s phygitals or photography one thing for sure is it’s definitely happening.

Altcoins, also known as memecoins, have been all the rage lately with everything from $PEPE and $WOJAK seeing huge volume and attention as the NFT market has gotten slightly stale.

NFT Twitter’s favorite internet sleuth ZachXBT has been busy lately, tracking on-chain records of “rug”coin creators. In particular…

This follows on the heels of an earlier investigation into the creators of $VAPOR, a token literally called Vaporware.

What’s NOT a rug though, is RTFKT’s new campaign showcasing its impressive line of forged Air Force 1s, kicked off with a campaign in Tokyo’s famous Shibuya crossing.

While not a new concept, the quality of the animation and each environment that corresponded to the Air Force 1s was extremely impressive — something that carried over to their Augmented Reality posters as well. Check them out:

You can browse through the latest designs of the AF1 Lookbook on their website, or on OpenSea.

If there’s anything to be taken away from this — it’s that we’re just getting started with NFT integration into larger brands, businesses and consumer products.

We hope you enjoyed today’s curation of stories, while we create the next edition we wish you a great couple of days, take care!

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None of this is financial advice. This newsletter is strictly educational and is not investment advice or a solicitation to buy or sell any assets or to make any financial decisions. Please be careful and do your own researc