How Rimowa, Puma are blending human craft with Web3 tech | Jing ...
Web3 activations were plentiful this week, with Rimowa, Puma, digital fashion house Syky, and KidSuper all releasing new tech-infused projects.
Rimowa's Innovation with Aura Blockchain Consortium
Rimowa, the LVMH-owned luggage stalwart, joined the ranks of luxury players deploying Aura Blockchain Consortium’s near-field communication (NFC) chips, designed to offer consumers full traceability and authenticity on their products.
NFC tags have become a major disruptor this year as brands face repercussions from their murky sustainability pledges. Will the tech encourage brands to be more forthcoming with their credentials?
Puma's AI Campaign
Puma, the sportswear giant and Web3 backer, has released a series of short videos created using AI for its latest campaign. Blending animations with real-life footage, the clips showcase iconic athletes like Mondo Duplantis and Shericka Jackson wearing the Puma national kits, spotlighting their hometown’s culture.
Puma has positioned itself front and center as a sportswear brand harnessing Web3 tech effectively. Up against competitors like Adidas and Nike, the label has managed to carve out its own niche within the digital ecosystem — a move consumers are appreciating.
KidSuper's "Dream Machine" NFT Collection
KidSuper, the brand founded by creative director Colm Dillane, is back in the NFT market with a new digital collectibles collection. In collaboration with token ecosystem Lukso, the activation, coined “Dream Machine,” blends the distinct streetwear sensibilities of KidSuper with fashion tech.
As part of the project, KidSuper brought the virtual world to guests through a physical vending machine. The interactive dispenser prompted users to select one of three paths to redeem a custom trait, which could be swapped for an exclusive phygital item.
Mntge's Vintage Collaboration
Vintage Web3 label Mntge released a new capsule of NFC-chipped tees alongside vintage expert and businesswoman Sophia Amoruso. The 40-piece collection includes sweaters, hoodies, and jackets, as well as rare vintage T-shirts from bands including Slayer, Metallica, AC/DC, and Mötorhead.
For a brand rooted in giving vintage gems a second life, Mntge’s latest collaboration with Sophia Amoruso is a natural fit. Amoruso's background in vintage goods and her success with Nasty Gal position the collaboration for success in the booming vintage clothing market.
Business is booming for the vintage clothing market as global sales of pre-owned clothes surged by 18 percent last year to $197 billion, and are forecast to reach $350 billion in 2028. Mntge is in a prime spot to capitalize on this trend.
