Products

Wallet

arrow right
Wallet API
arrow right

Your white-label web3 wallet

Wallet Widget
arrow right

Onboard users in seconds

Market

arrow right
Market API
arrow right

Your custom NFT marketplace

Venly Market
arrow right

Multi-chain NFT marketplace

NFT Tools

arrow right
NFT API
arrow right

Your own NFT token contracts

NFT Analytics
arrow right

Retrieve data from NFTs & wallets

NFT2Email
arrow right

Send NFTs to emails

Gaming

arrow right
Web3 Gaming Toolkit
arrow right

Make your game web3 ready

Ecommerce

arrow right
Shopify NFT App
arrow right

Sell NFTs in Shopify store

Solutions

By industry

Gaming

arrow right

Reimagine Gaming with Web3 tech

E-commerce

arrow right

Integrate Web3 in your online store

Entertainment

arrow right

Build thriving communities with NFTs

By use case

User onboarding

arrow right

Onboard users at scale

Offering NFTs

arrow right

All-in-one NFT solution

P2P Market

arrow right

Build your own NFT marketplace

Developers

Developer Hub

arrow right

Best-in-class developer tools backed by top-notch documentation & support

book icon

documentation

arrow right

Wallet API

arrow right

NFT API

arrow right

Market API

arrow right

Wallet Widget

arrow right

NFT Analytics

arrow right

Gaming Toolkit

arrow right
globe icon

Resources

arrow right

Full API Reference

arrow right

API Changelog

arrow right

API Status

arrow right
info icon

Support

arrow right

Support desk

arrow right

Submit a ticket

arrow right

Dev Community

arrow right
Pricing
Users

Venly Wallet

arrow right

Log in or Sign Up

arrow right

Wallet Support

arrow right

Venly Market

arrow right

Log in or Sign Up

arrow right

Market Support

arrow right

Metaring

arrow right

Learn more

arrow right

Buy a MetaRing

arrow right

Twitter

arrow right

Discord

arrow right
Company
home icon

About us

arrow right
briefcase icon

Careers

arrow right

Events

arrow right

Security

arrow right

Ventures

arrow right
pen icon

Blog

arrow right
microphone icon

Podcast

arrow right

Newsroom

arrow right
Sign in
Get started
Talk to sales
navigation icon
close icon

Products

Wallet Solutions

NFT Tools

Wallet API

NFT API

Wallet Widget

NFT Analytics

Market Solutions

Market API

NFT2Email

Venly Market

Gaming Toolkit

Shopify App

Solutions

By industry

By use case

Gaming

User onboarding

E-commerce

Offering NFTs

Entertainment

P2P Market

Developers

book icon

Documentation

arrow right

Wallet Widget

Wallet API

Market API

NFT API

NFT Analytics

Gaming Toolkit

globe icon

Resources

arrow right

Full API Reference

API Changelog

API Status

info icon

Support

arrow right

Support desk

Submit a ticket

Dev Community

Pricing

Sign in

home icon

About us

briefcase icon

Careers

Events

Ventures

pen icon

Blog

microphone icon

Podcast

Newsroom

Security

Talk to salesGet started

Table of contents

Example H3
Example H4
Example H5
Example H6

Luxury fashion fights back against fakes using phygital NFT digital twins

Ben Donaldson

/

July 20, 2023

Writing for luxury website Jing Daily, Web3 journalist Bethanie Ryder recently declared that “2022 was the year phygital took over the fashion landscape… thanks to drops from Prada, Givenchy, and Tommy Hilfiger,” among many others.

‍

Phygital, a portmanteau of physical and digital, refers to the combining or connecting of physical products with digital counterparts. In the case of luxury fashion, this is most clearly seen in the linking of an article of clothing or accessories - such as a pair of sneakers or a luxury watch - with an NFT. 

‍

Charles Hambro, CEO of Web3 data platform GEEIQ, is quoted by Ryder as explaining that, “a phygital dimension to a luxury offering creates a bridge between online and offline environments, that makes it more accessible for new buyers while simultaneously future-proofing the brand.”

‍

What are digital twins used for?

Also known as a ‘digital twin,’ the paired NFT may contain a 3D virtual model of the item in question, or otherwise serve a variety of purposes. Most fundamentally, it is a digital record on which can be stored information relating to the product, which in turn might bestow upon the customer additional perks and benefits.

‍

We’ve previously discussed how NFTs open up a whole new world of digital fashion to explore, and how they can help improve brands’ sustainability efforts and supply-chain efficiency. But there’s another use case luxury brands are beginning to see the potential in. NFTs may be a powerful weapon in the fight against fakes.

‍

The problem of counterfeiting 

“For years, the luxury industry has waged a battle against counterfeiters.” So opens an article in the Harvard Business Review on the subject. Among the methods the industry has used, the article lists: “ultra-sophisticated tech solutions which use the latest advances in nanotechnology, internet of things (IoT), and AI to authenticate products…. Lobb[ying of] governments to extend enforcement bodies’ power to seize and destroy fake goods, to prosecute buyers and dealers, and to block access to websites that sell counterfeit goods… and lawyers - LVMH alone employs at least 60 lawyers and spends $17 million annually on anti-counterfeiting legal action.”

‍

And the results of all this effort? Not so good, according to the Review. The global fake luxury merchandise industry was estimated to be worth almost $2 trillion in 2015. Digital platforms are estimated to account for up to 40% of these sales, as per the HBR article.

‍

Like all blockchain infrastructure, NFTs are inherently unfakeable. Unlike an article of clothing, an NFT issued by a luxury brand can be easily verified as genuine. The idea, then, is to take advantage of the easily verifiable authenticity of NFTs by connecting them to individual products.  

‍

NFTs to prove provenance

Efforts are already being made in this direction by both major luxury brands and smaller, fashion-tech startups. Brands including Nike, Dolce & Gabbana and Gucci are already well-known for having made millions of dollars off of NFT-linked products. Here are a few other examples of labels that are deploying the technology:

‍

Ambush

Japanese streetwear brand Ambush has been a frontrunner in merging the physical and the digital. They proudly claim on their website to have “assumed a pioneering role to mobilize fashion into the future.”

‍

In one of their most recent collaborations, the label teamed up with renowned web3 brand Azuki to launch a collection of hoodies and pendants. Each hoodie carries a tiny chip stitched into the sleeve. As per Ambush’s website, “scanning the chip with your phone allows for the [NFT] to be minted and digitally transferred to the owner’s wallet which verifiably authenticates the [hoodie] and ties [it] to a digital token on the wallet of their choosing. 

‍

In other words, once activated by the wearer, the chip registers an unfakeable certificate of authenticity, which the owner can use to prove the provenance of their garment.

‍

Dior

Dior is one of the latest luxury brands to dive into web3. Their new line of luxury sneakers, the B33, retail for just over a thousand USD, and - as with Ambush’s hoodies - contain an NFC chip inside the physical product that is linked to an NFT. 

‍

Not only do these NFTs serve as a certificate of authenticity for the shoes, of which only 470 are to be made, they also give access to a “personal, secure platform offering dedicated services,” like additional manufacturing information and announcements regarding future sneaker launches. 

‍

This approach, of combining an NFT’s function as a certificate of authenticity with its potential to power innovative digital marketing campaigns, is being exploited by several other brands, including…

‍

Puma

Puma’s latest ‘Mixtape’ sneaker collection, a collaboration with Jay-Z’s Roc Nation music label, uses the same chip technology as Dior and Ambush to connect to an NFT and verify the authenticity of the product. But Puma goes even further than Dior in leveraging NFT technology to provide wearers access to exclusive digital experiences. 

‍

Specifically, wearers of the Mixtape sneakers will gain access to weekly mixtape drops, showcasing unreleased tracks from emerging artists signed to Roc Nation. All the wearer needs to do is scan the tag under the tongue of the left shoe with a smartphone, and they will be instantly taken to the digital domain from where they can enjoy exclusive Puma benefits.

‍

Nicole Steel

At last month’s Paris Haute Couture Week, fashion-tech entrepreneur Nicole Steel revealed a luxury Apple Watch accessory known as SmrtKuffs. The collection includes a variety of options at a range of price points, including entry-level leather bands all the way to limited-edition, made-to-order diamond and white-gold palladium options. 

‍

Once again, the SmrtKuff features an integrated NFC chip, which allows wearers to access a NFT-backed digital ID, including information on the provenance of the materials involved in crafting the piece. A line of limited-edition bags was also launched, similarly chipped, and retailing for just under $10,000 each. The NFTs they come with contain a digital twin model of the bag, as well. 

‍

As per CryptoTimes, Steel looked to “speak the language of her target audience” with the integration of blockchain technology. “By focussing on Apple Watch owners, who are already familiar with technical features, she aims to make the transition to blockchain smoother and more accessible. 

‍

The future is phygital

It’s becoming clear that, in the words of Ryder, “bridging the gap between physical and digital [will be] key for mainstream adoption” of blockchain technology. The ongoing collaboration between luxury and tech is a major driver of this bridge.

‍

Ryder quotes Zagabond, founder of Azuki, as saying “For 2023, we expect more exploration of blurring the lines between physical and digital, as well as more efforts to [connect] mainstream and Web3 communities.” That process is very much underway. It’s up to brands to decide how much they are going to benefit from it. 

‍

How to use NFTs in Fashion

As with any industry involved in a web3 transition, the key to success is in ensuring that the blockchain elements are as accessible and easy to use for the general public as possible. Ideally, this means keeping blockchain hidden, presenting users with familiar web2-style interfaces, if they even need to interact with the technology at all. 

‍

Wallets like those offered by Venly prioritize smooth onboarding and seamless usage. In the case of Venly’s Wallet Widget, users don’t need to know the first thing about crypto - or even what a wallet is. With only a social or email login, users have their wallets automatically created for them, meaning there are no hoops to jump through or hurdles to surmount.

‍

Venly also offers a Shopify App which allows store holders to sell NFTs directly from their Shopify stores, with the same level of accessibility. Purchases are made with credit card and are sent to the recipients' email address. Everything blockchain happens automatically. 

‍

It’s this approach that the leading luxury brands are taking, and this approach that will usher in the web3 revolution. 

‍

About Venly

Venly is a blockchain technology provider creating tools and products to help companies benefit from blockchain technology. We provide a complete technology stack to bring brands, apps, games and platforms into Web3. We help businesses integrate Web3 technology & onboard users seamlessly. We are making blockchain accessible for everyone.

Try our products, free for 30 days, no credit card required, on our online portal.

Follow us on Twitter or LinkedIn to stay informed on the latest developments in blockchain technology.

Join our Discord for updates on the latest NFT trends and drops, developer channel and community.

‍

Keep reading

Paris Fashion Week 2023: 5 Labels Exploring the Benefits of Blockchain

Paris Fashion Week 2023 is upon us. It is the conclusion of a month of global fashion shows - New York and London Fashion Week 2023 have also just taken place. Running in parallel in each city are the Digital Fashion Weeks, showcasing the continuing integration of blockchain, NFTs & fashion.

Learn more

6 Sports NFT Drops You Need To Know About

Learn more

FIBA joins forces with Venly to launch Basketball World Cup digital collectibles

FIBA and blockchain technology provider Venly are giving fans the opportunity to celebrate their love of the sport by purchasing FIBA Basketball World Cup 2023 digital collectibles.

Learn more

Start building Web3 with Venly

Venly provides the best-in-class blockchain developer tools, resources and support to help you build and scale any Web3 product seamlessly.

Schedule a call

The web3 technology provider

Products

WalletMarketNFT ToolsShopify AppGame toolkit

Developers

DocumentationAPI ReferenceAPI StatusSecuritySupport

Users

Log in - WalletHelp - WalletLog in - MarketHelp - MarketMetaRing

Company

About usCareersEventsBlogPodcast

Contact

SalesPressSupportVenturesGeneral inquiries

Social

linkedin logotwitter logodiscord logomedium logo

Podcast

spotify logogoogle podcasts iconapple podcasts logo

Headquarters: Antwerpsesteenweg 45, 2830 Willebroek, Belgium.

Privacy PolicyTerms of ServiceCookies PolicySecurity
© 2023 Venly. All right reserved.
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
PreferencesAccept all cookies
Privacy Preference Center
When you visit websites, they may store or retrieve data in your browser. This storage is often necessary for the basic functionality of the website. The storage may be used for marketing, analytics, and personalization of the site, such as storing your preferences. Privacy is important to us, so you have the option of disabling certain types of storage that may not be necessary for the basic functioning of the website. Blocking categories may impact your experience on the website.
Reject all cookiesAllow all cookies
Manage Consent Preferences by Category
Essential
Always Active
These items are required to enable basic website functionality.
Marketing
These items are used to deliver advertising that is more relevant to you and your interests. They may also be used to limit the number of times you see an advertisement and measure the effectiveness of advertising campaigns. Advertising networks usually place them with the website operator’s permission.
Personalization
These items allow the website to remember choices you make (such as your user name, language, or the region you are in) and provide enhanced, more personal features. For example, a website may provide you with local weather reports or traffic news by storing data about your current location.
Analytics
These items help the website operator understand how its website performs, how visitors interact with the site, and whether there may be technical issues. This storage type usually doesn’t collect information that identifies a visitor.
Confirm my preferences and close