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Wrangler launches NFT with Leon Bridges for 75th Anniversary

Jeremy Lim
23 February 2022

American denim brand Wrangler has announced the launch of a two-part NFT drop in partnership with Grammy award-winning recording artist Leon Bridges to kick off its 75th anniversary celebration.

Launching this month, Wrangler will release 75 digitally animated Icon-Tier NFTs featuring one of Bridges’ signature dance moves. Each Icon-Tier NFT gives collectors access to digital communities, virtual Wrangler-branded metaverse wearables and a VIP pass to an invitation-only performance by Leon Bridges at New York Fashion Week in September 2022.

In September, Wrangler will also unveil and auction a Legendary-Tier NFT, featuring a replica of the Wrangler custom denim jacket and jeans outfit created for Bridges. Delivered in a custom crafted retro-futuristic suitcase, the physical suit has been meticulously constructed with a vault of digital content sewn into its seams, granting the auction winner exclusive access to content which Bridges created just for them.

Commenting in a press release, Bridges said: "Fashion, technology and music influence us all, and I love the way Wrangler is interconnecting all three on this wild ride. Through Wrangler, I channel my Texas roots and the essence of who I am, so I’m honoured to help the brand celebrate its history while continuing to write the future.

Tom Waldron, Global Brand President at Wrangler added: "Wrangler is a brand that has always been inspired by and thrived in the Wild West, and the metaverse is simply the next destination for us. We’re celebrating 75 years of history by driving towards the future of fashion, looking across the horizon at what’s next. We can’t wait to celebrate with Leon Bridges and all our fans through this series of unexpected physical, digital and metaverse experiences."

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