The pink character will be the star of the brand’s first attempt at NFTs. In September, she was the invite and spirit of the brand’s spring 2023 runway show.
Through this project, GCDS will put 4,888 unique tokens on Ethereum that can’t be traded with other people. Customers will get a one-of-a-kind portrait, access to the brand’s community, and a variety of future services, such as exclusive access to pre-sales of runway items and capsule collections, a 30% discount on the brand’s online store, and digital items to use in different meta-worlds. Members will also be able to buy concert tickets at a discount, enter online raffles, and win passes to runway shows.
On Friday, people will be able to order GCDS NFTs from the brand’s website. Both real money and digital money will be used for transactions.
Giordano Calza, CEO of GCDS and co-founder of the company with his brother Giuliano in 2015, said that “anyone can invest in NFTs because they can be bought and sold by anyone in the world.” Calza emphasized that the label’s philosophy and mascot, “an alien who represents our willingness as an inclusive brand to be on everyone’s side,” are in line with this point.
“With this project, our community will have the chance to own assets that are safe and will increase in value over time. These assets will be protected by blockchain technology. The executive went on to say that it also gives GCDS a chance to grow its community and gives a new way to create value without having to make physical things.
Over the past week, the company teased the project on Instagram with a series of different animations on both its main account and a separate profile for Wirdo. This was done to help fans of the brand learn more about the project. There were also some simple educational slides that explained what blockchain technology and NFTs were.
In an exclusive interview with WWD, Giuliano Calza, the creative director of GCDS, said that Wirdo is the best example of this feeling and of his generation.
At the time, the character’s Millennial designer said that the character was symbolic and meant to teach people to be proud of who they are. “When I got into the fashion business, I was seen as a stranger. I made the ugly clothes and other things, but it worked out in the end. I think the same is true for younger people, like those in my generation, who also feel alone. But we can’t just pass through this world; we have to live here.
GCDS was originally an acronym for “God Can’t Destroy Streetwear.” It has also been used to mean “Giuliano Calza Design Studio,” but “Giuliano Calza Design Studio” will now be used more often as the company changes its style and adds DC more products. The Italian private equity group Quadrivio and Pambianco, which runs the Made in Italy Fund, gave the business money at the end of 2020.
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