Wrangler® announces first-of-its-kind NFT, that links the metaverse with physical world


Wrangler®, a brand that has spent the last 75 years dedicated to creating the world’s best denim, is kicking off its milestone anniversary focused on the next frontier, the metaverse, with the same uncompromising dedication to authenticity and timeless design. In celebration of the partnership with Grammy award-winning recording artist Leon Bridges, and under the ‘Mr. Wrangler’ moniker, it will launch a two-part NFT drop that puts fans directly in the saddle of incredible events and exclusive content, both virtually and in real life.

First up, in February, Wrangler will release 75 digitally animated Icon-tier NFTs featuring one of Bridges’ signature dance moves. Each Icon-tier NFT gives collectors access to digital communities, virtual Wrangler-branded metaverse wearables plus one VIP pass to a by-invitation-only, private performance by Leon Bridges at New York Fashion Week in September 2022. Once the seven-day auction on the LTD.INC platform concludes, these 75 Icon-level digital NFTs will be tradeable on secondary NFT marketplaces including OpenSea.

In September, Wrangler will also unveil and auction a one-and-only Legendary-Tier NFT, featuring a replica of the Wrangler custom denim jacket and jeans outfit created for Leon Bridges. Delivered in a custom crafted retro-futuristic suitcase, the physical suit, the only other one in existence outside of Bridges’ private archive, has been meticulously constructed with a vault of digital content sewn into its seams, granting the auction winner exclusive access to content which Bridges created just for them. The accompanying 1-of-1 digital NFT will represent ownership of this work of art on the blockchain, which will live exclusively on the LTD.INC platform, where it holds exclusive properties only available to the NFT holder.

“Fashion, technology and music influence us all, and I love the way Wrangler is interconnecting all three on this wild ride,” said Bridges. “Through Wrangler, I channel my Texas roots and the essence of who I am, so I’m honored to help the brand celebrate its history while continuing to write the future.”

“Wrangler is a brand that has always been inspired by and thrived in the Wild West, and the metaverse is simply the next destination for us,” explains Tom Waldron, global brand president at Wrangler. “We’re celebrating 75 years of history by driving towards the future of fashion, looking across the horizon at what’s next. We can’t wait to celebrate with Leon Bridges and all our fans through this series of unexpected physical, digital and metaverse experiences.”

For fans who don’t snag one of these limited NFTs, Wrangler will also be hosting an inclusive metaverse event called Wranglerverse™, to be held in September.

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