Gap is venturing deeper into the metaverse, and it’s bringing Harlem-based designer and Spring 2022 campaign star Dapper Dan with it.
On Saturday, the clothing company held a 48-hour auction of NFTs designed in collaboration with the designer. The NFT collection featured both a digital and physical offering, including a one-of-a-kind digital varsity jacket designed by Dapper Dan and a special-edition physical version he signed.
The auction opened the same day as the nonprofit advocacy organization Fifteen Percent Pledge’s first annual benefit in New York. All proceeds from the auction will be donated to the organization through its fiscal sponsor, the Philanthropic Ventures Foundation, supporting Gap Inc.’s commitment to creating access and opportunity for the Black community by increasing its 15% pipeline programs. The auction brought in 1,400 tez (about $5,200).
The collection marks Dapper Dan’s first venture into NFTs. Gap featured the designer in its Spring 2022 campaign in March, where he was included alongside 12 other multi-hyphenate creatives advocating for social justice, environmentalism and women’s rights causes. As part of the campaign, Dapper Dan released a limited edition logo hoodie with the words “Dap Gap”.
“NFTs are a big part of what’s shaping culture right now,” the designer said. “From analog to metaverse, I’m thrilled to have the opportunity to explore this space with Gap and bring the new Dap Gap Hoodie to a whole new audience.”
In January, Gap launched a four-tier NFT offering of digital hoodies in collaboration with clothing brand Frank Ape. Tiers included Common, Rare, Epic, and One of a Kind, and each tier above Common could only be unlocked with the purchase of the previous one, adding an element of gamification to the offering.
Gap rolled out a similar structure for the Dapper Dan NFT collection after the auction, with Common available to the public on April 5 for 2 tez (about $7); Rare available April 7 for those who purchased a minimum of four common NFTs for 10 tez ($51); and Epic available April 12 for those who purchased at least two rare NFTs for 100 tez ($325). The One of a Kind NFT was sold at Saturday’s auction.
Limited-edition digital collectibles can be purchased exclusively through the Gap website on the respective day and are available on a first-come, first-served basis. Those who have collected Frank Ape’s NFTs will be rewarded with NFTs from this collection throughout the week.
Along with the drop, Gap is giving customers the option to connect through a new Discord server, accessible at discord.gg/gapthreads. Discord is an instant messaging and digital distribution platform that allows users to communicate using voice calls, video calls, and text messages. Brands are establishing Discord channels for their customers to cultivate a community of like-minded individuals and drive engagement.
Gap is one of many brands that recently migrated to the metaverse with top influencers. Heritage denim brand Wrangler has launched an exclusive NFT and physical offering made in collaboration with Grammy-winning artist Leon Bridges. The debut included a two-part NFT drop as “Mr. Wrangler” which featured a denim suit specially designed for Bridges.
And the metaverse is only growing in popularity. In March, Decentraland, a browser-based 3D virtual world platform, hosted the first Metaverse Fashion Week with over 60 luxury and digital brands bringing presentations, concerts, after-parties and more. to the virtual world. Tommy Hilfiger, Mango and Imitation of Christ were some of the brands showcasing their digital collections.