This retailer is launching a 'wearable NFTee' with designer Gab Bois

WS:NL's real life t-shirts sport an AR filter that takes you to the NFT

Published On
Dec 16, 2021

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Brands are currently obsessed with NFTs, the latest example being Nike's acquisition of RTFKT with a view to creating virtual  goods as NFTs to be worn in the metaverse.

But Dutch e-commerce platform  is doing something slightly different. It's creating real world t-shirts that can be scanned in order to obtain a digital version of the NFT, designed by Canadian artist Gab Bois (@GabBois).

The campaign launched today by starting an auction of a unique artwork by Bois (who's designed for the likes of Balenciaga) on the world’s largest NFT platform, OpenSea. Simultaneously, will release a one-time drop of 1000 limited edition t-shirts called "NFTees." Those who secure an "NFTee" will be to scan it to access an augmented reality filter of the artwork, which features food and vegetables in a human body shape.

The campaign is by Amsterdam-based We are Pi. Although it's not exactly the first wearable NFT (Coke included a jacket in its NFT launch), it's an interesting move by a retail platform that's creating its own investment opportunity.

"This item in principle will be worth more every day that goes by than the day it was bought," said We Are Pi Founder and CEO Alex Bennet-Grant. "For the retailer's young consumers who like to invest in one or two good pieces, they are buying an item that will significantly increase in value, It's not just a frivolous spend, it's actually an investment in your wardrobe. And Gab Bois is just such a hot artist right now and she also loves the idea of augmenting her work in NFTs.  This t-shirt has artistic value."


Dec 16, 2021
Agency :
We Are Pi
Client :
Joost van der Veer
Creative Lead :
Ruben Verheggen
Social & Partnership Manager :
Romy Maljaars
Creative Content Coordinator :
Noenja Cia
Creative Producer :
Justin Beekwilder
Art Director :
Ruben Verheggen
Alex Bennett Grant
Executive Creative Director :
Barney Hobson
Senior Art Director :
Jeena van der Heul
Copywriter :
Kyle Foreman
Design Director :
Seth Josephs
Motion Designer :
Nick Fatouris
Designer :
Gemma Stoner
Senior Producer :
Ekaterina Golovkina
Senior Strategist :
Paris Bethel
Managing Director :
Patrick Garvey
Head of Client Partnerships :
Agathe Derrstroff
Senior Account Director :
Daniel Padwick
Account Manager :
Slav Slavov
Business Affairs :
Emily Douque
NFT Artist :
Gab Bois
Production :
Studio Qiu Yang
Photographer :
Qiu Yang
Retouching :
Edge Company
Music :
AR Artist :
Isabelle Udo

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