Levi's is the latest fashion brand to dip its toes into the world of NFTs with a campaign in France promoting its new limited edition recyclable 501 Originals. 

The push by agency Pavillon Noir invites consumers to vie for one of ten pairs of special jeans by going to one of the 107 Levi's stores in France and scanning a QR code with a specially-designed web app. The contest launched Dec. 18 and is running until Jan 9; after that, each of the 10 winners then selected will get their own unique Levi's 501 NFT, a "digital double" of the actual jeans. Holders of the NFTs can get their jeans repaired, for free, at Levi's Champs-Elysees flagship store until 2127. 

The promotion aims to highlight the sustainability of the new 501 Original jeans, which contain circulose, a sustainably-sourced fiber made from recycled denim and organic cotton that is designed to be recyclable.