Weekday launches digital fashion for the first time.
Together with the virtual fashion house The Fabricant, the Swedish label is launching an NFT sunglass collection. The digital collectibles are called Artifact 001 and are limited to 300 pieces, the H&M Group, Weekday’s parent company, announced on Monday.
The move into digital fashion follows Weekday’s relaunch, announced in April, to target a younger demographic. The decision to explore digital fashion is also based on this desire.
“To be attractive to young people in the future, we need to be progressive but also fun,” said Kim Holm, Managing Director at Weekday. “We want to collaborate with innovative thinkers and find innovative ways to interact with our community.”
The Artifact 001 NFTs will be available from The Fabricant from June 13th, while the physical counterpart of the digital creations will be available for purchase in Weekday’s webshop.