025: Wrangler Intros Connected Clothing in Paris

🚨 We’ve made it easy to explore innovative brand activations!

Check out the Brands on the Block: Activation Database. New info added weekly. Sort by industry, technology, partners, etc.

TL;DR

1. Wrangler: Launches NFC-Chipped Clothing with Partner MNTGE

2. CHANEL: Supports New Campaign With App-Based Mobile Game

3. L’Occitane: Introduces Virtual Store Celebrating Ramadan

4. Paris Saint-Germain: Becomes Validator on Chiliz Blockchain

Around the Block…

1. Wrangler: Introduces NFC-Chipped Clothing with Partner MNTGE

• Wrangler Europe partnered with digitally connected vintage clothing brand MNTGE to release a collection of 60 archive pieces at the Future Fashion Summit during the NFT Paris conference

• Each of the 60 Wrangler items has an NFC chip implemented that is tethered to an NFT - when tapped by a mobile device, a digital experience will open including details specific to that clothing item, which has been validated on the blockchain

• The combination of NFC & NFT technologies allows for a clothing item to be authenticated, as well as brings traceability to ownership over time if owners register the item as their own

• Upon NFC scan, owners can also see more information about Wranglers brand & access a claimable 3D item

• Wrangler first ventured into blockchain tech in 2022 with their ‘Mr. Wrangler’ NFT collection featuring Leon Bridges. With this activation, they have hinted at their intention to expand digitally-connected clothing offerings

• Sources: Glossy / X (@MNGTE)

2. CHANEL: Supports New Campaign With App-Based Mobile Game

• CHANEL rolled out ‘The new Chance campaign’ in January, supported by the unveiling of a new mobile app ‘CHANCE THE GAME’ available in the Apple App Store & on Google Play

• This is the first mobile game by CHANEL

• The game is set in ‘CHANEL funfair’ where players can select characters based on four CHANEL Chance perfume scents, participate in mini-games & explore seasonal content - both the Apple App Store & Google Play mention the game will be ‘regularly updated with new features’

• Sources: Glossy / Apple App Store / Google Play

3. L’Occitane: Introduces Virtual Store Celebrating Ramadan

• L’Occitane announced the launch of its third virtual store on February 15th - this time a shop in celebration of Ramadan created in partnership with the virtual store platform Emperia

• Empiria states the experience ‘emphasizes togetherness, gifting, and self-reflection’ - visitors can explore the environment & shop for products including giftable sets

• Sharing is also incentivised with participants receiving a discount for spreading the word on social

• Sources: Retail Dive / YouTube (Emperia)

4. Paris Saint-Germain: Becomes Chiliz Blockchain Validator

• PSG is the first sports club to become a validator of a blockchain

• The football club will become a validator for the Chiliz Chain, where they will act as a ‘node’ that helps to ‘verify transactions, authorize smart contracts and ensure smooth operation of the chain’

• PSG has been a major participant on the Chiliz chain already, releasing a fan token in 2018; This new step will allow the club to take part in decision-making across the blockchain

• As part of the initiative, PSG will use the profits of becoming a validator to buy back fan tokens - reducing the supply in market

• Sources: Chiliz / Blockworks

Chain Reactions!

• Connected Clothing: We are in the early days of connected clothing with a limited number of NFC-integrated products. Seems like something that will rapidly advance - to the point where most/all clothes will be connected in the future. Imagine being able to create a catalog of items in your closet (a la Cher Horowitz from Clueless) or as a manufacturer having a way to communicate with second-hand purchasers of your items or gain revenue on resales. There are so many functionalities NFC chips can bring to fashion! This will be something to watch progress over the next few years.

• App-Based Mobile Games: CHANEL is the second brand we’ve seen roll out a dedicated mobile gaming app this year - following Tommy Hilfiger’s FashionVerse app.

  • Upon playing both, they leave some questions. The CHANEL app integrates their products (Chance perfume), but there isn’t super clear motivation to play other than unlocking outfits for your avatar. The Tommy app seems like it could get addicting given its social aspect - players create a scene by making product & aesthetic choices that other players then vote on to earn game ‘cash’; ‘cash’ is spent to buy items used to create your best look in other photoshoot scene challenges. Although the Tommy app seems more planned out, it seems like it isn’t currently connected to the Tommy Hilfiger brand at all. An opportunity to integrate as the app grows

  • Perhaps a growing trend for brands to create gaming apps as a way to connect with younger audiences - outside of platforms that are owned by third parties (such as Roblox, Fortnite, etc.)

• PSG Becomes a Validator: Cool & unique move by PSG. Per Blockworks, the PSG token took a nosedive in value since 2021 (~$4 compared to ~$60). PSG will use earnings from validating transactions to buy back the PSG tokens which will reduce supply & hopefully help increase their value. PSG has been active in the web3 space - also releasing mystery box NFTs with fashion brand BLVK & offering match day NFTs for prizes in the past six months.

DISCLAIMER: This content does not contain investment, tax, legal, financial or other advice & is not intended to be used in this way. It includes the opinions of the author & is strictly for informational purposes. Please do your own research.