Mmerch, the Web3-focused fashion brand founded by Colby Mugrabi, has returned with its second collection of exclusive one-of-one pieces, combining non-fungible tokens (NFTs) and art. At a time when Web3 fashion launches have seen a decline, the new drop is attracting attention through a unique approach that merges generative art, NFTs, and luxury fashion. The latest collection of hoodies has been crafted in collaboration with prominent figures from the worlds of generative art, Web3, and luxury fashion, and will be showcased through an auction at the prestigious Christie’s auction house, accompanied by a launch event at Swarovski.
The algorithmically designed physical hoodies in this collection take inspiration from the famous Cryptopunk owned by DJ and digital art collector Daniel Maegaard, also known by the pseudonym “Seedphrase.” Maegaard’s Cryptopunk #8348 is recognized as the rarest among the popular collection of 10,000 profile picture NFTs, and his collaboration on this project has added significant value to the drop. Each hoodie is tied to a digital identity represented by an NFT, and ownership comes with an added perk: a digital artwork created by AI artist Claire Silver. Silver, who holds her own iconic Punk NFT, has created video artworks that correspond to each individual hoodie. Out of the 322 hoodies in the collection, 22 feature Swarovski crystal cord ends, and two of these are set in 14-karat white gold, adding further luxury to the drop.
Mmerch, which Mugrabi launched in October, aims to blend the concepts of generative art, NFTs, and on-demand manufacturing. Since its inception, the brand has raised $6.4 million in funding, with support from investors including Christie’s Ventures, and has garnered endorsements from fashion icons such as Marc Jacobs and Tory Burch. Both attended Mmerch’s initial pop-up event in April, which celebrated the release of the brand’s inaugural collection. The intersection of Web3 and fashion may have lost momentum for some brands, but Mugrabi remains committed to a long-term vision that involves individuals owning unique physical garments with digital identities that come with additional benefits.
The new collection is supported by notable figures in both the Web3 and digital art scenes. Seedphrase, who is also involved with luxury brand Louis Vuitton, sees significant interest in the collection from the Cryptopunk community. The Cryptopunks, he believes, represent a “quiet luxury” within the NFT space, largely unaffected by the fluctuating cryptocurrency market. He sees this collection as an opportunity to connect with art collectors, especially those who appreciate Claire Silver’s contributions. Silver, known for her success in the NFT space, gained widespread recognition after selling 500 digital dresses for $1.2 million in a matter of seconds. The community-driven nature of the Cryptopunks has helped shield it from the broader market downturns, which have been a challenge for the broader cryptocurrency space.
Mugrabi’s influence, which spans both the traditional art and fashion industries, has further elevated Mmerch’s profile. Her efforts to bring together notable personalities from fashion and art were evident during the April launch, where designers Jack McCollough and Lazaro Hernandez of Proenza Schouler, Diane von Furstenberg, and The Row’s Ashley Olsen, among others, were in attendance. This cross-industry collaboration is central to the brand’s vision, which Mugrabi views as a creative bridge connecting different worlds. The brand also resonates with forward-thinking investors like Karlie Kloss, who has a foot in both the fashion and technology sectors. Kloss appreciates Mmerch’s use of generative design and AI to produce one-of-a-kind pieces while minimizing excess inventory, ensuring transparency through blockchain technology.
The process of acquiring a piece from the Mmerch Seedphrase Collection mirrors typical NFT drop timelines. Beginning with an online auction hosted by Christie’s, five of the ultra-luxury hoodies, complete with Swarovski embellishments, will be available for bidding starting on September 25. Expected bidding prices range from $1,000 to $10,000, though these figures may vary due to the fluctuating value of Ethereum, the cryptocurrency used in the sale. An allowlist mint will take place on October 1, giving early access to certain buyers, followed by a public mint on October 2. The final artwork and hoodie designs will be revealed only after the NFTs are sold, and buyers can choose to resell the NFT on the secondary market or claim the physical hoodie until October 18. After this period, the physical garments will be produced and are expected to be delivered by early December.
Each hoodie in the collection features a chip-embedded logo, offering access to future perks such as exclusive Mmerch events. The garments are modular, meaning individual components like the sleeves and hoods are designed and assembled separately, with each piece being completely unique. The generative AI technology used to determine the rarity of each design is reminiscent of the profile picture NFT (PFP) world, where traits can be ranked by rarity, further increasing the desirability of certain items.
Mmerch’s combination of on-demand manufacturing, blockchain technology, and AI-driven design sets it apart from other fashion brands. Mugrabi sees this blend of innovation and craftsmanship as key to Mmerch’s appeal, with different aspects of the brand drawing interest from various corners of the fashion and art world. As Mmerch continues to push the boundaries of fashion and technology, its second drop seems poised to capture the attention of both collectors and trendsetters alike.
