Future+ Fridays | Issue25

1. Adidas collaborates with Doodles

What's happening: Adidas has partnered with the Ethereum NFT collection Doodles to release limited-edition virtual swag packs that come with exclusive physical apparel. Doodles is a collection that had originally launched with 10,000 generative PFPs featuring art by Scott 'Burnt Toast' Martin.

TLDR:

• Adidas teamed up with Doodles for a new collaboration, offering virtual swag packs on their landing page on sale until the 16th of August.

• Some of the packs include exclusive physical apparel, with some items co-branded with Pharrell Williams and Coi Leray's digital mascot Deysi, from their latest song.

• Limited-edition Deysi tracksuits and Superstar shoes are capped at 200 items.

• Pharrell Williams served as a Chief Brand Officer of the project, he is also involved in an upcoming Doodles’ animated project, ‘Dulvilles and the Doodleverse’ that comes with the Pharell’s soundtrack.

• Doodles also recently launched DoodlesTV, a membership service offering exclusive content to NFT holders.

Why it matters: This partnership between Adidas and Doodles highlights how certain NFT collections are thriving despite the broader market downturn. By successfully launching high-profile collaborations in traditional spaces like fashion, Doodles is proving that well-established NFT projects can still stand out and remain relevant. This collaboration not only bridges the digital and physical but also reinforces the ongoing influence of Web3 technology in mainstream consumer products and industries.

2. Launch of the BNV’s FA$H token

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What’s happening: Brand New Vision, also known as, BNV, an Animoca portfolio company, has launched the FA$H token, a cryptocurrency token designed to bridge digital and physical fashion platforms. As part of the launch, 100 million tokens were made available to be airdropped to eligible wallets, with over 13 million already claimed, making FA$H the leading token on Opensea within a week.

TLDR:

• BNV launches FA$H token, aiming for interoperability in digital and physical fashion.

• 100 million tokens were made available, with 1 million wallets eligible.

• Eligibility tiers based on previous fashion, metaverse, and gaming engagement, the more engagement, the more FA$H tokens.

• Since the release there has been over 13 million tokens claimed, with now 8,000+ stakeholders in the BNV foundation.

• FA$H token empowers brands to explore decentralised fashion and tokenised rewards, it enhances digital fashion NFTs, blending fashion with blockchain for real-world utility.

• Lastly the token, supports sustainability by incentivising eco-friendly fashion practices.

Why it matters: The FA$H token represents a significant step toward integrating blockchain technology with the fashion industry, offering new opportunities for brands, consumers, and sustainability advocates alike. By rewarding engagement and promoting sustainable practices, FA$H could redefine how fashion operates in the digital and physical worlds, making it more innovative, inclusive, and environmentally responsible.

3.Lanvin Sport campaign explores AI

What's happening: Lanvin, one of the oldest French fashion houses founded in 1889, has launched a new sportswear campaign that uses generative AI to animate archival sketches from the 1920s. Already pioneers in 1920, as sports gained popularity and a new focus emerged on the relationship between the body and comfort, Jeanne Lanvin responded by launching a sports department with innovative designs that revolutionised women's fashion. This new campaign merges nearly a century of fashion history with modern technology, bringing Jeanne Lanvin’s pioneering spirit into the digital age.

TLDR:

• Lanvin used AI to animate four sportswear sketches from the archives.

• The campaign reflects Jeanne Lanvin's legacy of blending comfort, innovation, and design in women’s fashion while

• Lanvin’s move is part of a broader effort to revitalise the brand. This initiative demonstrates the creative potential of combining fashion history with cutting-edge technology.

• Lanvin aims to re-establish its place in the luxury fashion world by integrating modern tools with its rich heritage.

• The use of AI in luxury fashion remains a topic of debate, with some questioning its impact on human creativity.

Why it matters: Lanvin’s latest campaign is a striking example of how historic fashion houses can use modern technology to revitalise their archives. By animating sketches from the 1920s, Lanvin not only honours its storied past but also reaffirms its commitment to innovation, a principle that has guided the brand since Jeanne Lanvin revolutionised women’s sportswear a century ago. This blend of tradition and technology positions Lanvin as a forward-thinking leader in the luxury fashion industry’s digital transformation.

4. KnownOrigin shuts down, two years after Ebay’s acquisition

What's happening: KnownOrigin, a NFT marketplace launched in 2018 and acquired by eBay in 2022, announced its shutdown on July 17, just two years after the acquisition.

TLDR:

• KnownOrigin, announced its closure on July 17 on X, two years after eBay acquired the platform as its entry into the NFT space.

• The final shutdown follows a 30% staff layoff at KnownOrigin in February 2024.

• Through its time, KnownOrigin had been one of the OG platforms and one of the first to sell digital artists like Pak and Xcopy allowing for collectors to buy, sell, and trade NFTs.

• The closure adds to the list of NFT marketplaces that have shut down during the current ongoing bear market (Immutable marketplace is closing down this month). Although, many others remained agile and have pivoted to AI to main healthy volumes, including MakersPlace, Foundation and Fellowship.

• Concerns about NFT storage and longevity have resurfaced following an platform shut down, with artists such as BrightLightArt questioning the reliability of current storage solutions like IPFS.

Why it matters: The closure of KnownOrigin, once a key player in the NFT space, underscores the volatile nature of the industry, especially in the current bear market. Despite eBay's significant backing as a major player in e-commerce, it was unable to sustain the platform, raising questions about the challenges even large companies face in adapting to rapidly evolving digital markets. This situation also highlights the risks associated with off-chain NFT storage solutions and emphasizes the need for more robust and sustainable practices to ensure the longevity and security of digital assets. As the market evolves, artists and collectors must be careful about where and how their NFTs are stored to protect their investments.

5. Member spotlight: SYKY debuts JUSTUS x FVCKRENDER

What's happening: SYKY has unveiled the FVYN//Pants, a collaboration between digital artist FVCKRENDER and SYKY collective designer and former Olympian swimmer Calvyn Justus, blending the digital and physical worlds in fashion.

TLDR:

• SYKY introduced FVYN//Pants, merging digital artistry and physical fashion on August 9th.

• The collaboration features FVCKRENDER’s digital art and Calvyn Justus’ expertise in athletic wear.

• The design draws inspiration from a shark’s dorsal fin and the Greek goddess Nike.

• A detachable FVYN//Chainline pendant accompanies the pants and can be purchased by itself for collectors.

• Each purchase includes a digital counterpart for authentication and display, available right away upon payment.

• The physical collection is made-to-order with a 14-16 week lead time.

• SYKY hosted a virtual event with the creators for the SYKY community to discuss the collaboration.

Why it matters: This is an exciting collaboration in fashion, where digital art and physical design converge to create something truly unique. It highlights the growing trend of integrating technology into fashion, offering consumers not just clothing, but an immersive experience that blurs the lines between the virtual and physical realms. The FVYN//Pants and their digital counterpart are part of the new era of fashion collaborations, where creativity knows no bounds and the value of a piece transcends its physical form.