Dolce&Gabbana for the launch of its new collection, in collaboration with NBA basketball player P. J. Tucker, makes available in its e-commerce a hundred pairs of signed sneakers, combined with an exclusive NFT.
The real news is the fact that together with shoes an NFT is also sold, the first time for Dolce&Gabbana and one of the first brands in the world to recognize the value and uniqueness of NFTs combined with the world of fashion.
What are NFTs?
NFTs are non-fungible tokens, i.e. unique digital objects that live on a blockchain. In recent months they have been at the center of a growing worldwide interest, which has led many people to approach and experience tokens.
The peculiarity of NFTs is that they allow to represent in a certain and non-falsifiable way the property of a physical or digital asset.
For example, if a digital image can be copied and a physical object counterfeited, NFTs are instead protected by blockchain technology, the same that makes cryptocurrencies safe and non-falsifiable. For this reason, owning an NFT is like owning a digital property certificate, which unequivocally demonstrates ownership of the related asset.
Tokens are computer codes created on a blockchain infrastructure, such as Ethereum, which can be transferred, sold, and purchased on decentralized markets, open to all.
Initially the NFTs captured interest in digital art, which peaked with the famous sale of a digital artist’s work on Sotheby’s for $69 million. Since then, the use has also spread in music, sports, video games, and recently in fashion.
Dolce&Gabbana and P. J. Tucker
Dolce&Gabbana is one of the most important Italian fashion brands in the world, it is now one of the first international brands to experiment with the use of NFTs to innovate the relationship between fashion and technology.
P. J. Tucker is known for his great passion for sports footwear that earned him the title of Sneaker King. The collaboration between the American basket player and Dolce&Gabbana gave life to two new interpretations of Miami sneakers, inspired by basketball shoes from the early 1990s.
NFTs and Fashion
NFTs are the way to represent in the digital world the exclusive objects that we own in the physical world. With the pandemic people began to spend much more time in online virtual spaces, but what was missing was being able to create a unique and non-duplicable link with the passions we have in the physical world, whether they are related to art, fashion, or simply collectibles.
In online metaverses people will socialized and share their own style and virtual appearance, using tokens to make their virtual avatar unique.
NFTs demonstrate the unique property of those objects without anyone being able to replicate it, and are also linked to digital artistic creations that represent a new way to share creativity. Many artists and designers now propose their works combined with an NFT, because if in the digital world everyone can duplicate an image or video, only I can now have the NFT that represents them and that no one will be able to duplicate.
Dolce&Gabbana therefore also makes its sneaker an intangible, ethereal but real work of art, which will bring together two such important worlds, namely the physical and the virtual.