If you’re hiding indoors from a heatwave this weekend, you may find yourself shopping on the internet. And the hot air outside may prompt you to retool some Beach sandalsor finally get a pair swimming trunks. Goals like that can take you to Old Navy, at which point you might come across a simple monochrome gray t-shirt with a Bored Ape #7285 zombie print, making you wonder if you’ve done it. Let’s go to the parallel plane.
Last week, Old Navy released the Bored Ape Yacht Club jacket as the first in an upcoming line that will feature character-like characters from several popular non-fungible token collections, making them became one of the latest retailers to have an official relationship with the blockbuster project NFT. the shirt, listed on Gap .’s online store is the “BAYC™ #7285 Adult Gender Neutral T-shirt,” now priced at $18.99.
Reddit co-founder and NFT enthusiast, Alexis Ohanian tweeted about the shirt not long after, with a 👀 eyes emoji. 👀, really!
While the right to use or reproduce the NFT variety is usually reserved for its blockchain holders, Old Navy has licensed this particular Bored Ape for mass production on clothing. (According to industry blog The Bored Ape GazetteBored Ape #7285 is the 3448th rarest primate according to the Rarity Instrument according to NFT figures, although its original owner has not been confirmed.) Hypebeast Reportedly, there are plans to make more products featuring six different Bored Apes, 11 mutants, one CryptoPunk and, by the end of this season, six CloneX NFTs from a partnership with the manufacturer. export RTFKT virtual sneakers, which Nike acquired in December.
(Old Navy, owned by Gap Inc., also licenses a range of other popular IP images for graphic tees listed in the “character licensing store,” including SpongeBob SquarePants, The Simpsonsand Sonic the Hedgehog.)
Many other brands and retailers have participate in the game NFT, across both the luxury and mass market spaces. Over the last year, Bored Ape Yacht Club has also partnered with sportswear giant Adidas, popular fast-fashion retailers Fashion Nova and PrettyLittleThing, and Streetwear veteran Bobby Hundredof The Hundred brand — and it’s just a fashion item. Its founders also have their sights in Hollywood.
In 2015, Claire Newman, then-VP of menswear design at Old Navy told GQ that the brand has shifted its design strategy to “focus more on studying global trends. We look at the catwalks. We look at street trends. We look at blogs. We just come up with what we think is all-American, casual, optimistic, livable and authentic… We’re literally analyzing everything to find out what’s best for our company. we. “Definitely a lot has changed since 2015, both for company and around the world, but the impact of the breakneck speed that the Internet and popular culture have on consumer tastes is only increasing.
Just yesterday, Old Navy’s parent company, Gap Inc., launched in-person retail experience in Times Square for a partnership with Yeezy Gap with Ye and French luxury fashion house Balenciaga, previously only available for purchase online. At the front of the pop-up store is a pair of connected iPads to play the virtual game Yeezy Gap, inviting customers to create their own Yeezy Gap-wearing avatar before they shop for clothes in real life. The thin line between our world and reverse continue to dissipate.