📰 Table Of Contents
Wrangler Collaborates with MNTGE to Introduce Vintage Denim Integrated with Blockchain Technology
Denim clothing giant Wrangler is making waves in the world of non-fungible tokens (NFTs) with its new line of vintage denim integrated with blockchain technology. Via a collaboration with vintage clothing brand MNTGE, Wrangler unveiled its limited-edition digital wearables at the NFT Paris event. This innovative collection features near field communication (NFC) chip patches that can be digitally signed and reveal the brand’s recorded history on-chain.
Exclusive Features of the Collection
- 60 pieces of garments with phone-scannable NFC tags
- Vintage western shirts, denim jackets, and patches featuring NFC technology
- Links to a digital receipt with garment-specific details and a claimable 3D asset
According to Sean Gormley, global creative and concept director for Wrangler, the decision to integrate blockchain technology stemmed from customers’ interest in the brand’s history. By scanning the NFC chip, customers can access a customized web page that showcases Wrangler’s 77-year-old legacy and story.
Bridging the Past and Future
The vintage western shirts and denim jackets in this collection were sourced from the 1970s through the 1990s by MNTGE and re-fashioned with the innovative blockchain integration. Some of the items were even decades-old Wrangler pieces reportedly discovered on the floor of a barn in Germany, further enhancing the connection between vintage pieces and storytelling. This initiative aligns with Wrangler’s Reborn program, focused on bringing old garments back to life.
Wrangler’s Use of Blockchain for Tracking
In addition to providing insights into the brand’s history, the NFC tags also enable the tracking of items throughout their lifespan using blockchain. This feature allows for updating the metadata every time the item is scanned, resold, or passed down. By offering brand education and authentication, Wrangler aims to differentiate itself from resale channels selling similar items.
Wrangler’s collaboration with MNTGE comes alongside its partnership with Grammy award-winning recording artist Leon Bridges, resulting in the launch of an NFT product under the name ‘Mr. Wrangler’ to mark the brand’s 75th anniversary. Priced at 1.947 Ethereum or $2,609.17, this NFT is yet another innovative foray for Wrangler in the world of digital collectibles.