For its 75th anniversary, Wrangler introduces the first-of-its-kind NFT

24 February 2022, Mumbai:

Wrangler, a Kontoor Brands-owned American denim brand, announced the debut of a two-part NFT drop with Grammy Award-winning singing artist Leon Bridges on Tuesday.

The rollout takes off this month with the distribution of 75 digitally generated Icon-Tier NFTs showcasing one of the Bridges' distinctive dancing routines, coinciding with Wrangler's 75th Anniversary celebration and a focus on the brand's next frontier, the metaverse.

Each Icon-Tier NFT grants collectors access to digital communities, virtual Wrangler-branded metaverse gear, and one VIP trip to Bridges' exclusive performance at New York Fashion Week in September 2022.

Wrangler will also unveil and auction a one-of-a-kind Legendary-Tier NFT in September, containing a copy of Bridges' Wrangler bespoke denim jacket and pants ensemble.

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It also contains digital content, giving the auction winner unique access to stuff made specifically for them by Bridges. "We are all influenced by fashion, technology, and music, and I love how Wrangler is bringing all three together on this crazy adventure," Bridges remarked. "I channel my Texas origins and the spirit of who I am through Wrangler, so I'm pleased to help the brand celebrate its history while also writing the future."

"Wrangler has always been inspired by and flourished in the Wild West, and the metaverse is just the next destination for us," said Tom Waldron, Wrangler's global brand president.

"To commemorate 75 years of history, we're pushing towards the future of fashion, gazing over the horizon at what's ahead." We can't wait to share this sequence of surprising physical, digital, and metaverse encounters with Leon Bridges and all of our fans."

This September, Wrangler will also hold Wranglerverse, an inclusive metaverse event.

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*Figures mentioned in the above article have been sourced from Business Wire & Fashion Network article.