- The North Face – an environmentally conscious outdoor fashion company that makes beautiful, lasting products and attracts a vastly diverse following.
- A Non-Fungible Token (NFT) – simply put, a line in a digital ledger that forever, and incorruptibly, identifies a specific item – digital or physical.
- To nudge consumers towards ecologically conscious consumption
- To reward adventurous fans and inspire more people to go on adventures
- To demonstrate the lasting value of well made products
- To extend the definition of art, inviting people, who’d traditionally be excluded from artistic endeavours, to participate
How it could work
- The North Face jackets could come with (98% more efficient, Eth 2.0) NFTs.
- Each NFT owner would be invited to activate a digital log, where she could add notes, pictures and videos of the adventures the jacket was a part of.
- The log would be publicly available – anyone would be able to follow logs and make offers on items featured (or easily find relevant new products).
- Should a log owner accept an offer, and sell the garment and its blockchain-verified history, the buyer would be added to product NFT, becoming part of the narrative.
- Product handover could take place remotely or be organised in a North Face store for additional benefits (e.g. garment mending).
- NFT would also allow creation of a uniquely identifiable digital version of the item, which owners could use in a myriad ways in the digital realm.
To all consumers
- Access to authentic North Face products with rich history.
- An easy and exciting path to ecologically conscious consumption.
- A way to become part of a unique narrative (by owning a jacket that climbed Kilimanjaro) and expand the narrative by adding own experiences.
- A way to monetise adventures, get rid of superfluous gear and make space for new one. The premise is that a jacket that participated in a sled dog race across Alaska would cost more to the race fans than a new one.
- An opportunity to develop personal brands and following, in a focused environment, not competing for likes with general interest social media content.
- An opportunity to create a new form of art, combining physical objects (a jacket), with unique multimedia narrative.
To The North Face
- A way to promote products through authentic stories and diverse field testing.
- Elevation of garments from functional items to original storytelling devices.
- Opportunity to expand the modern definitions of art and artists.
- Support of conscious consumption by offering new motivation for purchasing second hand products.
Coda – Adventure Art
The North Face produces beautiful, lasting products. NFTs would distinguish individual pieces and allow brand fans to take the public on adventures — wild and urban, highlighting the lasting quality of the gear and inspiring future explorers.
As a byproduct, NFTs would allow a new form of art, where canvases are products and colours are added through stains, stitches and stories of authentic adventures. It could be the next level of product personalisation ⏤ to buy not just a parka, but a parka that’s seen the summit of Everest.
Can life get any better?