Patou’s Digital IDs, Ralph Lauren x Poolsuite NFTs and more: Web3 drops of the week

With NFT.NYC in full swing, this week featured a number of high profile activations from the likes of Gmoney’s 9dcc and denim mogul Wrangler teaming up with artist Jeremy Booth. The event, which ran from April 12 to 14, saw some of the biggest leading players in Web3 take over the Big Apple and reinforce their visibility in the meta space.

In other news, Patou has teamed up with metaverse technology platform The Odre Group to add digital verification IDs to its products. Will more brands adopt blockchain technology to combat the counterfeiting and ‘dupe’ industry?

Finally, Ralph Lauren’s new Miami store has partnered with Web3 service Bitpay to officially allow crypto as a payment tender. To celebrate, the brand teamed up with exclusive digital membership club Poolsuite on an NFT giveaway. The asset could be used later this month as a transition to the partnership’s token-gated arrangement. The project is part of the brand’s broader ambitions to build its new Miami store into a Web3-centric experience for customers, as more competitors begin to shift their focus to how they can elevate their brick-and-mortar hubs using the metaverse.

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The French fashion house has introduced new digital IDs to its products to strengthen its authenticity benefits. Photo: Patou

Patou turns to digital IDs and Metaverse technology for product verification

What happened: Follows news about Kering’s diving deeper into Web3, LVMH is also coming on board. The luxury brand Patou, owned by the luxury giant, announced on Tuesday that it will implement a new digital verification technology in its product line. In partnership with The Odre Group – a technology-first platform that aims to power the fashion metaverse – the brand unveiled its Authentique Verify initiative, which will see the label introduce unique digital IDs for its products that, upon presentation of proof of purchase , will be transferred to the owners’ smartphone to validate digital ownership.

The IDs will also enable customers to access information such as product specifications, sustainability promises, styling videos and warranties. To mark the move, Patou has released two new bag styles in collaboration with stylist Sita Abellán that use deadstock leather and organic cotton to mimic the effect of denim, both with Authentique Verify technology.

The verdict: Patou follows in the footsteps of Chanel and other major luxury brands, which are integrating digital IDs into their products to tackle growing counterfeiting challenges. With counterfeit goods becoming increasingly difficult to distinguish, plus the recent rise of “dupes” – a trend that has accelerated in the past year thanks to social platforms such as TikTok – labels are turning to Web3 and blockchain-based technologies to push back.

With this in mind, it is likely that more luxury brands will include assets, such as near field communication (NFC) chips, in their products to guarantee authenticity.

Ralph Lauren’s latest collaboration takes its cue from the exclusive Web3 community Poolsuite, and starts with a free NFT gift. Photo: Pool suite

Ralph Lauren celebrates opening of Miami store with NFT collaboration along with exclusive Virtual Club Poolsuite

What happened: Ralph Lauren’s new Miami District store will accept crypto payments as an official offering, marking the first time the label has offered the option to consumers. Using the crypto payment platform Bitpay, the store allows purchases with Bitcoin (BTC), Ethereum (ETH) and Polygon (MATIC), all of which can be refunded in the cryptocurrency originally used. The service also ensures that refunds are equal to the total amount paid, avoiding turbulent crypto fluctuations. In addition to online currency expansion, the store has also partnered with Web3 startup Poolsuite. To celebrate the launch, a Ralph Lauren x Poolsuite NFT was gifted to around 3,000 Poolsuite community members, with each token unlocking access to a private party taking place later this month.

The verdict: The case is another example of how luxury brands are pushing forward with projects targeting web3-native audiences, as the sector continues to breach the digital divide. As shown by Gucci, which recently plunged into the metaverse in partnership with Yuga Labs, this year could potentially see the industry invest more attention in niche online communities like Otherside and Poolsuite. With the luxury mainstream consumer market still weighing up the value of Web3, it’s a smart move that could see brands maintain their virtual appeal and uncover new, profitable opportunities.

The phygital denim jacket has an NFC chip to verify authenticity and ownership. Photo: POAP

Wrangler teams up with artist Jeremy Booth on the limited edition Phygital jacket collection

What happened: Wrangler, which has maintained its iconic cultural status since its launch in 1947, and artist Jeremy Booth have dropped an NFT wearable collaboration as part of their new multi-layered partnership. Co-developed with LTD.inc and Proof Of Attendance Protocol, the duo’s phygital “Western Art Dept” denim jacket features an NFC tag connected to an NFT artwork. The artist’s fan base was invited to meet Booth at NFT.NYC; the first 300 collectors to do so could claim an exclusive cowboy boot NFT designed by Booth.

The verdict: The collaboration is a match made in American heaven, thanks to Wrangler’s western roots and Booth’s stylized illustrations that are heavily inspired by the region. Keeping in line with their old school Americana signature, the physical jacket was made with some of the latest selvedge denim in the USA.

The artist teased the collaboration on his Instagram account in February, receiving positive responses from his followers. Since then, the collaboration has generated a remarkable amount of hype from Booth’s community (which the drop seems to be more positioned towards rather than Wrangler’s consumers), which has since been acknowledged. As a result, the duo has announced that a limited edition of the jackets will soon be made available to the public.