These days, it’s nothing wild for a luxury brand to create an NFT, but a luxury brand that releases a new NFT every month and pairs said digital asset with a physical reward is something very unique indeed.
Welcome to Prada Crypted, a new era that sees the Italian luxury fashion house stepping into Web3 in a big way. Very specifically, Prada Crypted is a new Discord channel that any and all Prada enthusiasts are welcome to join, and the launch is timed alongside the kick-off of a new NFT collection dubbed Prada Timecapsule which will be released in monthly installments.
See also: 8 Times Luxury Brands Jumped on NFTs
Starting June 2, Prada Timecapsule will see a physical, gender-neutral item made available in limited quantities—usually 50—for exclusive sale at prada.com. The item will only be available for 24 hours, and each Prada Timecapsule release will be paired with an NFT gift, to be delivered to buyers shortly after the completion of sale.
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Prada Timecapsule sales will be held every first Thursday of the month, and each item will be given a unique serial number and delivered in custom packaging. The first Prada Timecapsule item is a shirt designed for Prada by Cassius Hirst, an artist the label previously worked with on the Cass x Prada America’s Cup sneaker.
For this initial launch, 100 shirts will be made available.
Whether or not you get your hands on a Prada Timecapsule, you’re welcome to join the Prada Crypted Discord channel and keep in touch with fellow fashionistas, crypto enthusiasts, artists, creatives and more.
This isn’t Prada’s first foray into the NFT space. Back in January of 2020, Prada celebrated its Adidas collaboration with an open-source NFT project that invited creatives from all over the world to submit images as part of a larger digital art piece.
Curated by Zach Lieberman, winners’ images were selected to be part of the final NFT; a collage of images which created a digitized likeness of a model wearing pieces from the Prada x Adidas collection. The NFT sold at auction for 30 ETH.
Look out for the first Prada Timecapsule drop on Thursday, June 2, and for future drops to come every first Thursday of the month at prada.com. Follow Prada on Instagram, join the Prada Crypted Discord channel, and visit prada.com/prada-crypted to learn more.
Photography by: Courtesy of Prada