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Coach enters NFT space in celebration of 80th year in business

Jeremy Lim
16 December 2021

Coach has made its entrance into the NFT (non-fungible tokens) space with its debut collection, as more luxury fashion brands and media publications experiment with the trending blockchain technology.

The collection, which marks the finale in the New York-based label's celebration of its 80th year in business, features eight of the animals in the Snow City digital game that it recently launched for the holiday season. 

The 80 pieces of digital art will include the brand’s mascot Rexy, Fuzz the polar bear, Belle the penguin, Holly the deer, Ginger the fox, Paddles the goose, Luna the owl and Spike the hedgehog.

Coach will give away ten NFTs of each animal over eight days on the its website, releasing one animal at noon each day from 17 to 24 December. Each giveaway will include one Coach holiday animal as well as a complimentary made-to-order Rogue bag that will be gifted to the initial holders of the Coach NFTs in 2022.

Sandeep Seth, Global Chief Marketing Officer and President of North America told WWD: "We are thrilled to launch our first collection of NFTs as part of our holiday message of sharing love and joy with family and friends — and as the finale to our 80th anniversary year. The collection is one of the many ways our brand has been reimagining fashion for the future through digital experiences like AR/VR, gaming and our Windows of the Future initiative, which reenvisions store windows as blends of physical and digital spaces.

"We are excited to continue finding new ways of connecting with our customers in these digital spaces. Now, more than ever in our time of great change, it’s important that we meet them where they are today."

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