- Wrangler and vintage brand MNTGE recently unveiled a unique line of vintage apparel integrating near-field communication (NFC) tags for access to exclusive digital content
- The collaboration, showcased at the Future Fashion Summit in Paris, blends Wrangler’s tradition with innovation
- By embedding NFC technology into garments, Wrangler aims to offer an immersive shopping experience, bridging the gap between physical and digital realms.
Legendary denim fashion house Wrangler recently unveiled a groundbreaking collaboration with vintage brand MNTGE, introducing a unique line of blockchain-infused vintage apparel. This partnership, showcased at the prestigious Future Fashion Summit in Paris last week, marks a significant milestone in the convergence of fashion and blockchain technology, promising a new era of innovation and authenticity in the industry. The collection, curated over a span of six weeks, comprises 60 carefully selected pieces sourced from renowned vintage stores in Paris and even unearthed rare treasures from a barn in Germany, adding a touch of historical charm to the lineup.
Wrangler Says Innovation is in its Jeans
Clothing and blockchain technology is a relationship that has failed to really get going despite a couple of attempts at integrating it (crypto and clothing has fared evenn worse), but it seems that Wrangler is keen to give it another go. Each garment in the collection is embedded with near-field communication (NFC) tags, a cutting-edge technology that allows buyers to access exclusive digital content by scanning the tags with their smartphones.
These NFC tags serve as portals to a customized web page, offering in-depth insights into Wrangler’s rich 77-year-old heritage and the fascinating stories behind each piece.
Vintage @Wrangler + @mntge_io Tech 🔗📲🧾
Each of our hand-sourced western shirts, denim jackets and exclusive patches featured NFC tech that links to a digital receipt with garment specific info and a claimable 3d asset.
Available exclusively at the Future Fashion Summit 💫 pic.twitter.com/eWyTgbzium
— MNTGE (@mntge_io) February 23, 2024
Sean Gormley, Wrangler’s esteemed Global Creative Director, told website Glossy that the collection emphasized the growing interest among consumers in understanding the brand’s legacy and craftsmanship:
Our communities have told us they’re interested in the history of the brand. They want to know more about how the brand is related to the rodeo and who buys our more exclusive products. It makes the feeling of being a customer richer if the brand is willing to reveal more about what goes into the product or how it’s made.
By integrating NFC technology into their garments, Wrangler aims to provide customers with a more immersive and engaging shopping experience, bridging the gap between the physical and digital worlds.
Furthermore, Wrangler’s foray into web3 technology exemplifies its commitment to innovation and staying ahead of the curve in a rapidly evolving industry. Building on the success of this collaboration, the brand is poised to embark on even more ambitious projects in the future, pushing the boundaries of fashion and technology integration to new heights.
