G-Star Raw enters the NFT space with digital denim art


Fashion brand G-Star Raw has teamed up with Rarible NFT Marketplace to release its first denim art NFTs. The brand’s mascot, G-NO the rhinoceros, has received a digital upgrade into an all-digital denim NFT avatar.

Source: Supplied

10 unique G-NO avatars will be available, each highlighting an iconic moment in the brand’s history and will be unveiled from March 30 to April 6. The auction will go live on Rarible on April 6 with each G-NO starting at 0.1 ETH (0.1 ETH = +- 4,480.54 ZAR). Rarible is a community-centric, multi-channel NFT marketplace leader home to native NFT artists and projects such as Pak and Women Rise.

“We’re thrilled to enter the NFT space with an art project that brings our story to life. We’re known for pushing the boundaries of denim. Turning our mascot into a digital denim artwork means we’re in able to meet our audience’s appetite for innovation and being in the spaces they are in,” says Gwenda van Vliet, CMO of the brand.

Each G-NO tells a different brand story and has been crafted from different denim fabrics and G-Star brand details. Collectors will be the first to own a piece of digitized G-Star Raw denim while simultaneously owning a piece of the brand’s heritage. Buyers will also receive an exclusive G-Star Raw product that matches the special design and story behind their chosen G-NO.

Build an engaged metaverse community

But the company says it’s not “just another brand jumping on the NFT wave” for the sake of it. Instead, G-Star Raw wants to create a digital community that will collaboratively define what the brand should do in the Web 3.0 space.

People who contribute ideas and are engaged in the community will be rewarded with a free NFT token that can be burned to access benefits such as limited product releases, event tickets and potentially provide access to future activations of metaverse. Whatever virtual future holds for G-Star Raw, their community will decide.

Benefits for the Rhino project

All profits from the project will be donated to Project Rhino to help protect rhinos in South Africa and to Nori to offset the energy used. The buyer of the NFT will receive a certificate with verification of the carbon offset. Nori’s model assures buyers that the impact of carbon offsetting lasts at least 10 years

See more of the project here: g-star.com/metaverse


Comments are closed.