How One Retailer Used NFTs to Challenge Luxury Fashion Norms

Dutch e-commerce brand Winkelstraat.nl is exploring the future of fashion with the first wearable NFT


As more brands jump on the rise of NFTs (non-fungible tokens), a Dutch e-commerce retailer is using them to subvert the luxury fashion industry.

Last month, luxury online fashion retailer Winkelstraat.nl (WS.NL) launched what it claimed was the world’s first wearable NFT. The campaign, created by Amsterdam agency We Are Pi, began with the retailer commissioning an original digital artwork by Canadian multidisciplinary artist Gab Bois and auctioning it off on the NFT platform OpenSea. 

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