The Gucci digital sneaker which costs only US$12 sees the luxury fashion label jumping on board the non-fungible token (NFT) train, i.e., creating and selling products that only exist as data. Released two days ago, Gucci’s digital sneaker is a photo filter that superimposes the footwear onto the user’s feet with AR technology,
The Italian fashion house collaborated with Belarus-based fashion-tech company Wanna to create the digital footwear. Wanna previously worked with Reebok, Puma and Snapchat to create ARs that allowed anyone to try on apparel and sneakers virtually.
Not their first: This isn’t Gucci’s first attempt at creating digital or AR products. In the last three years, the fashion house has adapted their collections for Roblox, a popular children’s game, and even created apparel packs for Drest, Sims 4 and Pokémon Go.
Gucci’s approach is novel in an evolving NFT landscape, opting to make an unlimited amount of these accessible digital sneakers rather than developing an expensive, super-limited NFT.
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Exploring interactivity: Currently, both companies are looking to create more ways for consumers to interact with the digital sneaker, which could help boost its value in the long run.
All images: Gucci