Clothing retailer Gap launches NFT collection on Tezos

Fashion label Gap has released its first NFT collection in collaboration with Brandon Sines, the artist behind Frank Ape.

Through the playful digital experience, customers can unlock the ability to purchase digital art from Sines and a limited-edition physical Gap hoodie.

“Gap has always been at the intersection of music, art and culture, so we’re excited about this opportunity to grow in the digital space with artists like Brandon Sines,” said Chris Goble, Head of of product
officer and general manager of Gap North America, in a press release.

The NFT collection has been deployed on the Tezos proof-of-stake blockchain, which has recently been involved in consumer-facing collections from other brands, including Ubisoft, Pantone, and Red Bull. Gap’s collectible experience is built in partnership with InterPop, a production studio that uses Tezos.

The collection will consist of four tiers, available on a first-come, first-served basis with limited editions at Rare and Epic tiers. More digital experiences are planned in the future.

With this new project, the company said it hopes to gain insight into how customers want to engage in a digital world.

“As part of our mission to create lasting relationships with our customers, our teams are constantly innovating,” John Strain, Gap’s chief digital and technology officer, said in a statement. “We are excited about the possibilities that more planet-friendly blockchain technology can unlock for us and all the new ways it will allow us to connect with our customers.”

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Anne G. Cash