Last season, Diesel captivated attendees of Milan Fashion Week with 200,000 Diesel x Durex co-branded condoms decorating the runway. This fall, the Italian label has a new tactic to drum up attention.
Diesel has partnered with Web3 music and culture platform, Public Pressure, on Metamorph, which distorts the lines between the digital and physical world to create a “phygital” experience.
“Diesel aims to be at the forefront of the intersection between fashion and technology,” Stefano Rosso, CEO of BVX and board member of Diesel’s parent company, the OTB Group, said. “Our partnership with Public Pressure allows us to continue to push the boundaries of the ways the fashion brands interact with their communities.”
Metamorph encompasses a limited edition run of 300 digital collectibles (NFTs) minted on the Polkadot and Ethereum scaling network Polygon, two popular blockchain technology ecosystems. For $60 apiece, the collectibles are now available for purchase via Public Pressure’s marketplace.
The NFT grants access to Diesel’s runway show in Milan on Sept. 20. It also includes access to the whitelist for one of 300 limited edition Metamorph watches designed by Diesel’s creative director Glenn Martens. NFT owners can access an exclusive soundtrack from music composer and Diesel fashion show sound designer Senjan Jansen, as well as URL music events organized by Public Pressure and “House of Diesel” community privileges.
“This is our third ‘discovery drop’ with Diesel; the first two sold out in less than a day,” said Giulia Maresca, CEO and founder of Public Pressure. “Both generated revenues that artists would have needed over 11 million streams to match. We co-created Metamoprh, with Diesel, bringing together exclusive utilities that meet at the intersection of music, fashion and technology.”
“We’re thrilled to see forward-thinking brands working with Web3 innovators like Public Pressure, expanding the utility of collectibles to provide even more value and rich experiences for their communities,” Peter Ruchatz, CMO of Parity Technologies, a contributor to Polkadot, said. “Metamorph is an exciting and welcome addition to the community of projects on Polkadot, providing new revenue models for artists and further cultivating brand excitement and loyalty.”
Diesel first entered the Web3 world last May with the launch of NFT platform D:VERSE, a collection of NFT versions of runway outfits, launching with pieces from the brand’s Fall/Winter 2022 runway show. It also launched an NFT collection in partnership with streetwear brand and blockchain startup Hape in December.
“Innovation isn’t just about creating something new; it’s about setting benchmarks that others aspire to reach,” said Philipp Weiling, director of business development EMEA at Polygon Labs. “The Metamorph experience does just that for Web3, by merging the physical and digital worlds. Our mix at Polygon Labs, of blockchain and creativity, is supporting these creative shifts.”
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