Gmoney: How New Technologies Are Transforming Luxury Fashion in France

Updated: 28 June 2023

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Known for its influential presence in crypto-centric fashion, Gmoney, through his luxury brand 9dcc launched in August 2022, has skillfully integrated high-end physical fashion with Web3, setting a new standard for the industry. During Paris Men’s Fashion Week, Gmoney announced an exclusive limited-edition collaboration with streetwear trailblazer Jeff Staple, who also holds a stake in the digital world with Stapleverse.

The 250 unique 9dcc x Stapleverse baseball caps, each corresponding to an NFT, sport the Stapleverse signature pigeon emblem delicately embroidered on the front and side metal logos of both brands. The caps, despite their minimalist design, incorporate a humorous detail on the brim resembling pigeon droppings. According to Staple, these are no ordinary hats; they encapsulate a wealth of technology inside.

Using 9dcc’s Networked Product technology, an integrated NFC chip provides interactive experiences within the ecosystems of both brands, employing gamification and rewards. In addition, each cap comes with a digital accessory that can be used by Stapleverse Sapienz characters. This feature is made possible by Ethereum ERC-6551 technology, a collaborative development by Staple’s team and Future Primitive, allowing NFTs to “carry” other NFTs. It also facilitates “digital signatures” for connected fashion items, akin to a celebrity signing a fan’s jersey.

The Window 2 (Allow List) Sale of the 9dcc x Stapleverse baseball cap is now live at https://t.co/RLzLx6UnrT. This window is open for one hour.

The Top 150 9dcc Network Points and Top @stapleverse holders are eligible to purchase.

Opening to the general public shortly… pic.twitter.com/gnKq5er6wX

— 9dcc (@9dccxyz) June 21, 2023

The collaboration was announced at Staple’s pop-up restaurant in Paris, a venue partnering with three local food joints: Mao Corp dumpling bar, Miznon, an Eastern Mediterranean restaurant, and Jajaja Mexican taqueria. This inventive approach is consistent with the 9dcc treasure hunt that Gmoney hosted during NFT NYC earlier in April.

The collaborative restaurant provides a casual setting for attendees, stepping away from the traditional fashion show or showroom environment, according to Staple. An in-depth discussion with Gmoney about the intertwined future of luxury fashion and state-of-the-art blockchain technology was also held there. Gmoney spoke about how the integration of community and experience is reshaping the concept of luxury in the fashion industry.

Community Involvement: Fostering Human Real-Life Connections Through Technology

In Gmoney’s opinion, Web3‘s emphasis on community involvement is a critical development for fashion. He believes the customer being part of the process rather than simply purchasing an item is powerful and defines the new luxury. While quality and craftsmanship are undoubtedly important, he emphasizes that luxury also entails crafting an unforgettable experience.

By embedding technology such as the POAP functionality in his brand, Gmoney seeks to foster real-life connections. He believes that human interaction, whether significant or casual, is an essential part of human existence. With blockchain technology, the power is in the hands of the community without any personal data being held by social media giants. By gamifying the user experience through challenges and rewards, customers can become part of the brand’s story and storytelling.

The conversation then shifted to how Louis Vuitton’s Web3 debut compared with its competitors. Gmoney expressed admiration for how well it resonated with the brand’s identity. He appreciated that customers were not redirected to an unfamiliar platform, a common hesitation among traditional brands.

For Staple, Louis Vuitton’s approach set it apart, noting that unlike other brands that are only just venturing into Web3, Louis Vuitton had fully embraced it. This was evident in Pharrell Williams’ Louis Vuitton debut show featuring an item available exclusively to holders of the Maison’s Via Treasure Trunk tokens.

Gmoney, known for his integral role in Adidas’ Web3 play and being an “unofficial Prada ambassador,” appreciates luxury houses’ significant contribution to culture. He emphasized the importance of these brands maintaining their core values and avoiding trends for the sake of popularity.

Gmoney’s advice to luxury brands considering Web3 is to create a unique strategy that reflects their heritage and brand values. He believes there is no rush, as was the case in 2021, and that brands should approach this opportunity thoughtfully. He predicts the future will see more overlap between physical and digital elements and looks forward to positioning 9dcc at this intersection.