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Fashion Versus NFTs: Why The Soul Of GGG Collaboration Is A Luxury Industry Knockout

It was only a matter of time. The fashion industry has been one of tech’s earliest adopters. The popularity of printed garment ads in the nineteenth century launched fashion media and mass retail as we know it. From smart textiles to virtual models , fashion is interested in pushing the boundaries, redefining the status quo, and leaving the seemingly impossible in the rearview. The NFT “craze” first hit the art market a few years ago. Luxury designers quickly noted NFTs’ potential for stricter authentication, greater customer engagement, and superior added value. Cue phygitals , the next frontier for physical assets with digital aspects. The phygital concept is built on three pillars: immediacy, immersion, and interaction. That’s fashion’s favorite three I’s. Legendary boxer Gennadiy Golovkin, known to the sports world and his four million Instagram … [+] Soul of Nomad x GGG As the notion of exclusivity evolves beyond ownership to focus on experiences, we enter a new era in luxury fashion. I was thrilled to recently connect with the team behind a historic NFT fashion collaboration: Soul of Nomad , Silicon Valley’s first luxury design house. Soul of Nomad’s recent fashion collab is powered by NFT commerce company Real Items on the Polygon Network. Polygon is the leading platform for Ethereum infrastructure development set to reinvent the high end fashion tech game. The surprising creative force behind the idea is legendary boxer Gennadiy Golovkin, known to the sports world and his four million Instagram followers as GGG .

Golovkin is one of the most decorated and popular fighters globally with the highest knockout-to-win ratios in boxing history. Marking his 21st title and upcoming return to the ring , GGG’s limited edition hoodie drop is generating buzz throughout his worldwide fanbase. The GGG monogrammed black hoodie comes with an embedded NFT linked to an individual QR code and a unique activation PIN assigned to each garment. The hoodie enables the owner to access a series of exclusive audiovisual experiences and a chance to win a one-on-one training session with GGG himself. The GGG monogrammed black hoodie comes with an embedded NFT linked to an individual QR code and a … [+] Soul of Nomad x GGG “I admired the philosophy of the brand, The Journey Within , and was inspired by the athletic heritage that the hoodie represents and the versatility it offers,” says Gennadiy Golovkin. “It is an essential part of my wardrobe for any occasion, whether I am traveling, training, or spending time with my family.”

Soul of Nomad has been a well-known secret among elite athletes such as UFC’s Khabib Nurmagomedov, NBA’s Victor Oladipo, NFL’s Russell Okung, Dallas Mavericks owner Mark Cuban, and UFC’s President Dana White. To find out more about the fascinating tech, philanthropic, and design story behind the Soul of Nomad x GGG collab, I reached out to the people who made this collaboration happen. Athletes are not always fashion’s most intuitive choice. How did your partnership with GGG come about?

Nazym Ashina Son, CEO and […]

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