Last year, generative AI and Web3 were competing for attention amid tech hype cycles and brand innovation strategies. A new fashion company called Mmerch aims to combine the two.
Kicking off this fall with its inaugural collection planned for spring, Mmerch will offer limited-edition drops featuring unique, one-of-a-kind clothing items designed using generative algorithms and linked to NFTs. The hope is that these relatively new technologies can be combined to achieve a grand goal: making individual clothing items accessible to the average consumer that provides value beyond the point of sale. This is a very high number, especially at a time when enthusiasm for Web3 has waned and manufacturers are stuck with old-school workflows based on economies of scale.
Founder Colby Mugrabi calls this concept “neo-couture.” It means the only product that meets the pace and scale of fast fashion. “I always make this analogy: I can’t believe my mom only had five channels on her TV growing up. “I see a future where my daughter won’t believe I’m wearing the same clothes as someone else,” she says, referring to the mass production of the same design.
Mmerch is gearing up for its first collection drop in the new year, positioned as a proof of concept. Different approaches to hoodie designs will be offered in the collection consisting of a total of 960 pieces. The designs are created using generative algorithms based on the six parts of a hoodie (hood, body, pocket, each sleeve, and bands), 20 different colors, 10 prints (such as camouflage or stripes), and two materials (French terry cloth or cloth). cashmere). Similar to popular NFT PFP collections like Bored Ape Yacht Club and Cryptopunks, Mmerch has set various rarities for design features; This means that certain colors or prints may appear more or less frequently, although they may not be exact replicas.
The hoodies will be sold via a blind NFT drop, focusing on both NFT art collectors and fashion fans. Once the designs are revealed to owners, they will be invited to purchase their physical hoodie for a limited time. The hoodies come equipped with a QR code, an NFC chip, and a token linked to the spirit associated with the garment.
Mmerch is experimenting with a number of technologies and concepts that could contribute to a more sustainable fashion industry: single-piece and on-demand production could create less waste by limiting the overproduction of unsold products. As these technologies develop, they may enable more brands to convert to a design-sell-make model (as opposed to today’s design-build-sell standard). Additionally, one-of-a-kind pieces are often viewed as more valuable and rare, meaning they are more likely to retain their value with owners and on the secondary market. Finally, digital IDs can be used to authenticate items and share product details, which can streamline resale workflows and inform recyclers of best practices when the garment is no longer worn.
