A leading non-swampable token collection recently announced a partnership with a leading apparel company. Here are the details and how NFTs continue to bring Web2 companies to Web3.
What happened: NFT collection Deadfellas announced a partnership with denim brand Wranglerwhich is owned by Office brands KTB.
The two companies collaborated on a choose-your-own interactive storyline that let the Deadfellaz community, known as The Horde, choose the outcome of a digital comic. The comic was drawn by Leon Lee and comes from the two brands in partnership with Web3 platform LTD.INC.
“The comic is essentially a collaboration between Deadfellaz, Wrangler and The Horde. To me it feels like going back to when you would have great artwork that came in the booklets of CDs – combining the digital and the tangible,” said Betty, co-founder of Deadfellaz. “I don’t know that an NFT community has helped create something like this before.”
A merchandise drop of 20 NFC-infused vintage Wrangler jeans is underway, with several items still on sale from Wrangler. The Deadfellaz x Wranger collaboration called it the first merchandise drop. The 20 jeans link to an NFT from the final comic. The jeans also feature Deadfellaz artwork.
— Deadfellaz (@Deadfellaz) September 8, 2022
“We recently announced our collaboration with Deadfellaz, one of the biggest names in Web3,” Wrangler tweeted. “The concept behind Wrangler Reborn – along with the artwork and branding of Deadfellaz – combined perfectly, and there the name Undead Denim was reborn.”
Wrangler celebrates its 75th anniversary in 2022.
Deadfellaz posted the choose-your-own-adventure questions to his followers, with the storyline closely followed by The Horde.
Part 1 have seen the heroine who wakes up and decides between going into the forest or the city. Fifty-four percent of people picked the forest and determined the first part of the storyline.
“Thanks to everyone who helped us tell this story, especially the community for your input and @leonleeart for the incredible art,” Deadfellaz tweeted.
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Why it’s important: The partnership between Deadfellaz and Wrangler combines a one-year-old brand and a 75-year-old brand and helps bring Wrangler into the world of Web3.
“Web2 brands don’t have to stick to what’s always been done, they can absolutely innovate and be part of this movement if they’re willing to give some control to their audience – essentially turning audience into community, ” Betty, co-founder of Deadfellaz, said.
The partnership is the latest in Web2 companies joining the growth of the Web3 sector, with some choosing to go it alone and others looking to partner with existing Web3 brands and communities like Deadfellaz in this case.
“We’ve carved out our space in Web3 as a cornerstone of culture and community,” said Deadfellaz co-founder Betty.
Betty calls partnerships like the one with Deadfellaz and Wrangler, “the coming together of history and innovation.”
“It feels like we’re meeting in the middle where people can really enjoy everything that comes with a trusted nostalgic brand, but also the excitement of seeing that brand embrace a disruptive ecosystem that’s changing the relationship between consumer and creator. I love that shift, facilitating it and showing people how it can work is really exciting.”
Watch Benzinga’s interview with Betty from VeeCon 2022 below.
Deadfellaz has a floor price of 1.06 Ethereum ETH/USDor about $1,406 at the time of writing.