The smart clothing brand ANYW3AR has teamed up with Ledger and Alpine to bring a touch of Web3 to fashion. Here’s a look at this initiative, which is pushing the boundaries of marketing.
ANYW3AR Announces a Collaboration with Ledger and Alpine
You may be familiar with NFC business cards, which redirect anyone who scans them to predefined contact information or social media profiles. Building on this concept, the apparel brand ANYW3AR is taking it a step further by turning fashion into a true marketing communication tool, thanks to its NFC-enabled jackets:
ANYW3AR website
For example, during last month’s Formula 1 Singapore Grand Prix, Ledger and the Alpine racing team partnered to launch a special edition of the Ledger Stax hardware wallet. Behind the scenes, ANYW3AR provided jackets equipped with NFC patches, allowing users to access the sales page for the Stax Alpine Edition.
While TOKEN2049 was taking place alongside the F1 Grand Prix, the Ledger x Alpine event brought together 500 guests, who were able to experience ANYW3AR’s expertise. Influencers wearing the brand’s jackets were able to customize them with peel-and-stick NFC patches that redirected to their respective YouTube channels, as well as Ledger affiliate links. As for Pascal Gauthier, Ledger’s CEO, his own patches linked to his X profile.
During the event, ANYW3AR smart jackets were up for grabs in a go-kart race.
For its part, the ANYW3AR team touts the “Wear-to-Experience” concept, where the digital world blends with the physical world:
Our mission is to transform every piece of clothing into a gateway to a vivid, connected, and verifiable experience. Web3 must be touched, worn, and experienced.
Beyond this collaboration with Ledger, the brand has already launched pre-orders for its first collection on its website, where customers can pay using cryptocurrencies. As a French company, it’s also worth noting that ANYW3AR participated in Cube3’s accelerator program.
