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 partners with Ledger and Alpine
You may be familiar with NFC business cards, which redirect the person scanning them to predefined contact information or social media profiles. Building on this concept, the clothing brand ANYW3AR takes it a step further, turning fashion into a true marketing communication tool thanks to its NFC-enabled jackets:
ANYW3AR website
Thus, during last month’s Formula 1 Grand Prix in Singapore, 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 access to the Stax Alpine Edition sales page.
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. In fact, 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 connected jackets were up for grabs in a go-kart race.
For its part, the ANYW3AR team touts the concept of “Wear-to-Experience,” where the digital blends with the physical world:
Our mission is to transform every garment into a gateway to a living, connected, and verifiable experience. Web3 must be touched, worn, and lived.
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 benefited from the Cube3 acceleration program.
