The connected clothing brand ANYW3AR has teamed up with Ledger and Alpine to bring a touch of Web3 to fashion. Let’s take a look back at this initiative, which pushes the boundaries of marketing.
ANYW3AR signs a collaboration with Ledger and Alpine
You may be familiar with NFC business cards, which redirect the person who scans them to predefined contact details or social media accounts. Building on this concept, the clothing brand ANYW3AR is going even further, turning fashion into a real marketing communication tool with its NFC-connected jackets:
During last month’s Singapore Formula 1 Grand Prix, Ledger and the Alpine racing team teamed up to launch a special edition of the Ledger Stax hardware wallet (or signer). 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 discover ANYW3AR’s expertise. Influencers wearing the brand’s jackets were able to embellish them with scratch-off NFC patches that redirected to their respective YouTube channels, as well as Ledger affiliate links. As for Pascal Gauthier, CEO of Ledger, his own patches redirected to his X profile. During the event, ANYW3AR connected jackets were up for grabs in a karting race.
For its part, the ANYW3AR team promotes the concept of “Wear-to-Experience,” where the digital world blends with the physical world:
Our mission is to transform every piece of clothing into a gateway to a living, 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, for which it is also possible to pay in cryptocurrencies. A French company, ANYW3AR has also benefited from the Cube3 acceleration program.
