If you’re hiding indoors from a heatwave this weekend, you may find yourself shopping on the internet. And the sweltering heat outside might prompt you to re-wear a few cheap beach sandals, or finally buy a pair of lead-free 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 is listed on Gap’s online store as “BAYC™ #7285 Adult Gender Neutral T-shirt,” currently 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 Gazette, Bored Ape #7285 is the 3448th rarest primate according to the Rarity Engine according to NFT figures, although its original owner has not been confirmed.) , 11 Mutant Apes, a CryptoPunk and, later this season, six CloneX NFTs from a partnership with virtual sneaker maker RTFKT that 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 entered the NFT game, 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 veteran streetwear brand Bobby Hundred – and that’s it. just on the fashion front. Its founders also set their sights on Hollywood.
In 2015, then-VP of mens design at Old Navy, Claire Newman, 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. “Certainly a lot has changed since 2015, both for the company and for the world, but the breakneck impact that the Internet and pop culture have had on consumer tastes is just days away. the more increasing.
Just yesterday, Old Navy’s parent company, Gap Inc., launched an in-person retail experience in Times Square for a Yeezy Gap collaboration with Ye and French luxury fashion house Balenciaga, which was 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 the metaverse continues to dissolve.
https://www.gq.com/story/old-navy-bored-ape-yacht-club-shirt-nft Old Navy Is Selling a Bored Ape Yacht Club T-Shirt