In the ever-evolving landscape of fashion and technology, Diesel has once again taken a bold step to capture the limelight. Last season, they wowed the audience at Milan Fashion Week with an unusual spectacle – 200,000 Diesel x Durex co-branded condoms adorning the runway. This fall, Diesel is back with a new strategy to grab attention and push the boundaries of fashion innovation.
A Phygital Experience with Public Pressure
Diesel has joined forces with Public Pressure, a Web3 music and culture platform, to introduce “Metamorph.” This exciting venture blurs the lines between the digital and physical realms, creating what they call a “phygital” experience. In an era where fashion and technology intersect, Diesel is determined to be at the forefront of this revolution.
Stefano Rosso, CEO of BVX and board member of Diesel’s parent company, the OTB Group, stated, “Our partnership with Public Pressure allows us to continue to push the boundaries of the ways fashion brands interact with their communities.”
The World of NFTs and Metamorph
Metamorph is not just a concept; it’s a limited edition collection of 300 digital collectibles known as NFTs (Non-Fungible Tokens). These NFTs are minted on the Polkadot and Ethereum scaling network Polygon, two prominent blockchain ecosystems. Priced at an enticing $60 each, these collectibles are available for purchase on Public Pressure’s marketplace.
Unlocking Exclusive Privileges
What makes these NFTs truly special is the array of exclusive privileges they unlock. Owners of these tokens will gain access to Diesel’s much-anticipated runway show in Milan, scheduled for September 20. But that’s not all – each NFT holder will also find themselves on the whitelist for one of only 300 limited edition Metamorph watches, thoughtfully designed by Diesel’s creative director, Glenn Martens.
As a bonus, NFT owners will have the privilege of accessing an exclusive soundtrack curated by Senjan Jansen, the renowned music composer and Diesel fashion show sound designer. Additionally, they can participate in URL music events organized by Public Pressure and enjoy exclusive community privileges within the “House of Diesel.”
A Track Record of Success
Giulia Maresca, CEO and founder of Public Pressure, expressed her excitement, saying, “This is our third ‘discovery drop’ with Diesel; the first two sold out in less than a day. Both generated revenues that artists would have needed over 11 million streams to match. We co-created Metamorph, with Diesel, bringing together exclusive utilities that meet at the intersection of music, fashion, and technology.”
A Welcomed Addition to the Web3 Community
Peter Ruchatz, CMO of Parity Technologies, a contributor to Polkadot, commended Diesel and Public Pressure’s collaboration, stating, “Metamorph is an exciting and welcome addition to the community of projects on Polkadot, providing new revenue models for artists and further cultivating brand excitement and loyalty.”
Diesel’s Web3 Journey
Diesel’s foray into the world of Web3 began in May with the launch of D:VERSE, an NFT platform featuring digital versions of their iconic runway outfits. The collection kicked off with pieces from Diesel’s Fall/Winter 2022 runway show. Later, in December, Diesel extended its presence in the NFT space through a collaboration with streetwear brand and blockchain startup Hape.
“Innovation isn’t just about creating something new; it’s about setting benchmarks that others aspire to reach,” emphasized Philipp Weiling, director of business development EMEA at Polygon Labs. “The Metamorph experience does just that for Web3, by merging the physical and digital worlds. Our mix at Polygon Labs, of blockchain and creativity, is supporting these creative shifts.”
Conclusion
In the ever-evolving landscape of fashion and technology, Diesel’s partnership with Public Pressure and the launch of Metamorph mark another milestone in their journey towards innovation. By embracing NFTs and the world of Web3, Diesel continues to redefine the boundaries of fashion, offering unique and exciting experiences to its community of enthusiasts. With exclusive privileges, limited edition collectibles, and a commitment to pushing the boundaries, Diesel is ensuring that it remains at the forefront of fashion and technology.