Denim brand Wrangler has recently collaborated with vintage clothing brand MNTGE to develop a line of vintage clothing integrated with blockchain technology, set to be exclusively released to non-fungible token (NFT) holders.
The result of the partnership is a collection of 60 clothing pieces, including vintage western shirts and denim jackets. These items come equipped with Near Field Communication (NFC) tag patches.
When scanned with mobile phones, these tags provide users with access to Wrangler’s brand content, shedding light on its origins and its historical connection with the rodeo. Additionally, the NFC tags grant access to exclusive digital wearables associated with the brand.
Beyond the interactive and informational aspects, the NFC tags play a crucial role in authenticating the product. Serving as a counterfeit-proof measure, these tags allow owners to track the item throughout its lifespan. In cases of resale or passing down, the metadata is updated, providing buyers with information about the item’s origin, including the year it was manufactured.
This initiative is part of Wrangler’s broader commitment to innovation and its embrace of emerging Web3 technology. In March 2022, the company filed a trademark application for “Wranglerverse,” signaling its intention to enter the metaverse and explore opportunities in the realm of non-fungible tokens (NFTs).
Building on this trajectory, Wrangler celebrated its 75th anniversary with a collaboration with American singer Leon Bridges. The “Mr. Wrangler” NFT collection, launched in two parts, featured digitally animated NFTs in the “Icon” tier, showcasing dance moves choreographed by Bridges. The collection also included the “Legendary” NFT, a one-of-a-kind replica of Wrangler’s custom denim jacket and jeans outfit created exclusively for Leon Bridges and held in his private collection.
