Denim apparel giant Wrangler, which entered the Wild West of non-fungible tokens (NFTs) in 2022, is not introducing exclusive NFC chip-integrated clothing exclusively for its NFT holders.
In collaboration with vintage clothing brand MNTGE, Wrangler’s new line of vintage denim integrates blockchain technology.
The limited edition digital wearables were unveiled last week at the NFT Paris and come with Near Field Communication (NFC) chip patches. The chips can be digitally signed and reveal the history of the brand, which is recorded in the chain.
The collection included 60 garments at the event, with phone-scannable NFC tags, a report said.
Vintage Wrangler + @mntge_io Tech 🔗📲
Handmade vintage western shirts, denim jackets and patches with NFC technology that link to a digital receipt with clothing-specific details and a claimable 3D item.
Only available at the Future Fashion Summit. pic.twitter.com/fQpn6x7FpN
— MNTGE (@mntge_io) February 22, 2024
Bridging the past and the future
Sean Gormley, Wrangler’s Global Creative and Concept Director, noted that customers showed interest in learning the brand’s history.
“They want to know more about how the brand relates to the rodeo and who buys our more exclusive products. It makes the customer experience richer if the brand is willing to reveal more about what is in the product or how it is made.”
As a result, the scannable tags link to a customized web page showcasing Wrangler’s 77-year legacy and story.
Furthermore, vintage western shirts and denim jackets from the 1970s through the 1990s were sourced by MNTGE and reimagined with the emerging blockchain integration. Some of the items were decades-old Wrangler pieces that were reportedly discovered on the floor of a barn in Germany, Gormley noted. He apparently bought them through Instagram.
“There is a beautiful connection between vintage pieces and storytelling. We have a program called Reborn, aimed at bringing old garments back to life.”
The brand soon plans to add Reborn’s story, which customers can discover by scanning the NFC chip, he added.
Wrangler uses Blockchain for tracking
Moreover, the NFC tags also make it possible to track the item throughout its lifespan using blockchain. “We can update the metadata every time the item is scanned, resold or passed on,” Gormley said.
Additionally, this would make it easier for customers to know which label, age of Wrangler jeans, or fabric to look out for. Gormley believes that offering brand education and authentication could differentiate them from resale channels that sell Wrangler.
“If a customer can get an authentic Wrangler jacket with a little more story and a little more insight, that can give them more style credentials.”
The collaboration comes alongside Wrangler’s collaboration with Grammy award-winning artist Leon Bridges, and under the name ‘Mr. Wrangler’. The product is an NFT, launched to celebrate the brand’s 75th anniversary, and costs 1,947 Ethereum or $2,609.17.
