MNTGE fuses NFTs with upcycled vintage jeans in ‘Fruits & Veggies’ collection
MNTGE melds the physical and digital realms by introducing NFC-enabled vintage jeans linked to NFTs in their latest fashion drop.
Embracing vintage fashion and Web3 technology
Digital fashion startup MNTGE, which initiated its access pass in December, released its first digital apparel collection by designer Sean Wotherspoon in February. Now, the company is venturing into the physical world with this week’s release of upcycled vintage jeans connected to NFTs.
The ‘Fruits & Veggies‘ jeans collection, launching on Wednesday, will consist of only 100 pairs of vintage Levi’s denim jeans, each adorned with embroidered produce designs by Sean Wotherspoon. The co-founder of MNTGE has previously designed apparel for brands such as Nike and Adidas and owns a renowned streetwear store.
Each pair, available in a variety of sizes, will be sold for $200 to MNTGE Pass owners or $250 to non-holders once the public sale commences tomorrow after the passholders’ exclusive window.
While there are other food related NFT collections, like zkVeggies, the ‘Fruits & Veggies’ drop may have higher chances of success. The drop will signify the debut of the MNTGE Market storefront for physical apparel.
Building a core community and expanding horizons
MNTGE co-founder Nick Adler, also a business partner of rapper Snoop Dogg, shared that the startup initially targeted Web3 natives to establish a core community of collectors. With the debut of physical apparel, MNTGE aims to broaden its reach and appeal to a wider audience.
Adler highlighted Wotherspoon’s status as a vintage enthusiast and tastemaker who is in tune with youth culture, recognizing the growing demand for unique apparel. This approach aligns with NFT culture and the notion of exclusive asset ownership but also transcends it.
Adler described the creative process behind the ‘Fruits & Veggies’ denim, stating:
“We took a little bit of magic from Sean’s thoughts around Fruits & Veggies, and he played with that and came up with this denim. We were really excited right away. We knew that this was something special, so we built our whole brand campaign around that.”
NFC tags and NFT integration
Each pair of jeans in the collection features an NFC (near-field communication) tag from Web3 startup IYK sewn behind the Levi’s tag, which is topped with a sewn MNTGE logo. The NFC tag can be scanned with a smartphone, allowing the owner to claim a free NFT minted on the Ethereum scaling network Polygon.
This NFT not only authenticates the MNTGE apparel but may also grant exclusive benefits to holders, such as future perks within the MNTGE ecosystem or token-gated access to events and other privileges through partnerships. Adler mentioned potential collaborations with concert festivals as one avenue for the startup.
MNTGE envisions a future that encompasses both digital and physical realms, as the company prepares its next digital fashion drop with another designer. The startup also plans to collaborate with prominent Web3 artists to create patches for its customizable digital fashion and is exploring ways to integrate its NFT-based apparel into popular video games.
In conclusion, MNTGE is “continuing to move with culture and move with technology,” as Adler put it, ensuring that this innovative venture doesn’t end up being just another stitch in time. By bridging the gap between vintage fashion and NFTs, MNTGE is truly “seaming” up a winning combination.
