French luxury fashion and perfume house Givenchy has successfully partnered with its contemporary streetwear brand Bstroy to launch physical products sold as non-fungible tokens to physical buyers.

In a November 18 press release, Givenchy confirmed launching a limited edition of physical designs sold as NFTs to physical buyers in partnership with Bstroy and the digital artists behind metaverse venture Felt Zine.

Bstroy And Givenchy Launches NFTs

Founded in 2012, BStroy is an American streetwear brand by Atlanta designers Brick Owens and Dieter “Du” Grams. Under the new partnership, Givenchy anticipates unleashing a capsule collection that links physical products to digital twins through NFTs.

The NFT projects will feature a limited edition of 360 physical twins NFT designs on Aura Blockchain Consortium. Launched in 2021, Aura is a blockchain network creating smart contracts and supporting the minting and redemption of NFTs.

It’s not the first time Givenchy will launch an NFT project. In November last year, Givenchy partnered with graffiti-style artist Chito to unleash a series of NFT artworks. Moreover, Givenchy Beauty launched NFTs on Roblox in June.

According to the announcement, the new physical-digital collectibles will begin minting on November 19. While commenting about the new NFT project, Matthew M Williams, the Creative Director at Givenchy, remarked:

“Brick and Du are longtime friends who share my vision of fashion as an inclusive space for experimentation and expressing personal style.”

“Together, the three of us focused on creating streetwear with unexpected treatments that resonate beyond fashion and enter the realm of contemporary art on the street and in Web3.”

More Fashion Brands Joins The NFT Space

In the past several months, the NFT space has attracted more fashion brands to release phygital NFTs. Prada, an Italian fashion label specializing in luxury goods for men and women, is a perfect example, whose monthly limited-edition drops are now linked to digital twins.

Other fashion brands that recently launched phigital NFTs include Puma, which recently made physical versions of digital sneakers available to NFT holders, and Gucci, which collaborated with synthetic celebrity company Superplastic to include physical ceramic figurines.

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