Wrangler launches first-of-its-kind NFT for 75th anniversary

By

Jennifer Braun

Published
Feb 23, 2022

Kontoor Brands-owned American denim brand Wrangler announced on Tuesday the launch of a two-part NFT drop in partnership with Grammy award-winning recording artist Leon Bridges. 

Coinciding with Wrangler’s 75th Anniversary celebration and a focus on the brand’s next frontier, the metaverse, the launch kicks off this month with the release of 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 Bridges at New York Fashion Week in September 2022. 

Next, 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 Bridges. It includes digital content, granting the auction winner exclusive access to content which Bridges created just for them.

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“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,” explained 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.”

Wrangler will also be hosting an inclusive metaverse event —Wranglerverse — this September.