Gap has started dropping a 3-tiered exclusive collection of NFTs on the Tezos blockchain with a gamified experience.
The NFT collection, called “Gap Threads,” debuted with the digitization of the retailer’s signature hoodie, the epitome of the brand, styled by Brandon Sines, the artist behind Frank Ape. Additionally, the brand offers fans the opportunity to purchase an IRL physical GAP x Frank Ape hoodie, in addition to its paired limited digital artworks.
Since it launched on January 13, the Gap Threads project has dropped a “Metallic” collection of NFT hoodies in various colors on the “common” tier – the least limited and most available exclusivity level on Threads.
The NFTs are available on GAP’s dedicated website for a price equivalent of about $9. As buyers collect NFTs on the common tier, they unlock access to purchases on the higher “rare” and “epic” levels, which will become available until the end of January.
With the purchase of the limited-edition Gap hoodie, fans will have access to a gamified digital experience as well. “In addition to buying, trading, and selling, we want to integrate Gap Threads into charitable causes and collaborations, games, and metaverses,” the website reads.
The gamified experience encourages customers to collect iconic Gap hoodie digital art at the Common and Rare levels to unlock the opportunity to purchase the Epic – limited edition digital art by Brandon Sines and a physical Gap x Frank Ape by Sines hoodie.
“Gap has always been at the intersection of music, art, and culture, so we are excited about this growth opportunity in the digital space with artists like Brandon Sines,” explains Chris Goble, Gap’s chief product officer.
The American clothing and accessories retailer suffered significant revenue losses in 2020 due to supply chain issues and has found relevance in instituting its brand within the metaverse space as it seeks to attract younger demographics.
Last year, the company partnered with rap artist Kanye West to launch a new clothing line called Yeezy Gap.
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