Diesel NFT Release Grants Holders Entry to Milan Fashion Week

Credit: DIESEL

Diesel, the Italian fashion brand headed by creative director Glenn Martens, is releasing a new limited non-fungible token collection that gives holders access to its highly anticipated Milan Fashion Week show.

For the launch, Diesel has once again partnered with Web3 music platform Public Pressure to release 300 token-gated access digital assets. The IRL event will take place on September 20th and feature the brand’s Spring 2024 fashion collection.

The ‘Diesel x Public Pressure’ NFTs grant holders access to several perks, the most coveted of which is a ticket to the live runway show where they can mingle with influencers, buyers, collectors, and editors. In addition, NFT holders will receive an allowlist spot to purchase one of 300 exclusive Metamorph watches created by Martens.

The NFTs also come with a soundtrack composed by sound architect Senjan Jansen, access to a virtual experience by media artist Artificial Rome on November 2nd, and free access to several music events coordinated by Public Pressure.

According to Stefano Rosso, a board member at Diesel’s parent company the OTB Group, the brand is interested in the intersection of “fashion and technology.” The NFT drop is also an exploration into how “fashion brands interact with their communities.”

This isn’t the first time we’ve seen the two companies partner for a Web3 project. The first two NFT drops from Diesel and Public Pressure were launched earlier in the year and sold out in less than a day. Other NFT projects from Diesel launched in the spring of 2022, including an NFT collection with streetwear brand HAPE and the launch of the NFT platform called D: Verse.

Starting tomorrow, September 13th, the NFTs will be available on Public Pressure’s marketplace for $60 apiece. They can be purchased with crypto or credit card. Interestingly, the NFTs are being minted on two blockchains, Polkadot and Polygon, although it remains unclear why that is the case or exactly how it will work.

Token-Gated Access NFTs Are a Growing Trend

The new NFT collection from Diesel and Public Pressure is much more than just a digital asset, or as NFT haters like to say — a “worthless JPEG.” It is essentially a ticket that grants holders access to an exclusive, real-life event. As the NFT space continues to evolve, token-gated access NFTs are becoming increasingly popular. At Rarity Sniper, we’ve reported on several brands and artists using NFTs in this manner.

Here two of the most recent stories about token-gated access NFTs.

First, three months ago, iconic rapper Snoop Dogg partnered with Transient Labs for an NFT collection that gives holders access to exclusive content from his summer tour with Wiz Khalifa. The “Snoop Dogg Passport Series” gave holders content like behind-the-scenes photos and videos from the “The High School Reunion Tour,” and it was updated periodically throughout the tour.

Next, in May, the Web3 browser Brave announced Brave Talk, a new feature that let premium subscription members have access to NFT-gated video calls using any Web3 wallet. Instead of needing passwords for access, like Zoom and Google Meet require, users can now use Ethereum-based NFTs.

The limited-edition Diesel x Public Pressure NFT collection should be exciting news for fans of the Italian fashion brand, and if it is successful, we expect Diesel to continue launching similar NFTs to support its live events. At Rarity Sniper, we’ll keep our eyes and ears open for any new developments in the story.