In this article:
- Gap is jumping on the NFT bandwagon and gamifying the hoodie art experience.
- Is NFT a form of art or of a fad?
On January 12, Gap launched its first collection of NFTs under the name Gap Threads. The offering is designed to tap into the heightened interest in digital art and gamified experiences, which also plays on the need to act fast due to the limited availability of drops, particularly for the NFTs in the rare category.
Gap tapped Brandon Sines, the artist behind Frank Ape, for the initial collaboration.
Gap courts the digital collector with loads of FOMO.
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To up the FOMO component and retain the brand identity connection, it also is dangling “the unique opportunity to own a limited edition, collectible Gap hoodie.” That’s a real hoodie you could wear, not just a digital one. But that requires earning one’s way through the more common and rare NFTs to unlock the epic category.
Gap was also riding on the popularity established by Brandon Sines, the creator of Frank Ape. “Community, creativity, and self-expression are core values in Sines’ art, which embodies positivity and equality, and aligns with Gap’s values of modern American optimism,” declared Gap.
Simplicity must not be one of those values, though. You can’t just buy what you want but have to follow the rules in place for completing a collection. Gap has to clarify some of those points on the FAQ page.
How do I complete a collection in Gap Threads?
A collection is considered complete when you collect a combination of 4 different Common NFTs and 2 different Rare NFTs from a series. Once you complete your collection, you fuse your Common & Rare NFTs to create a collector’s special NFT. Possessing a collector’s special NFT unlocks access to purchase an available limited-edition Epic NFT & IRL merch designed by artists.
The rare metallics already sold out their first day, so anyone who intends to catch one of the epic Frank Ape drops had better be poised on ready at the stroke of nine on January 19. Gap had great success with its limited-edition Yeezy offerings, and it, undoubtedly, expects to meet with similar success with its digital offerings.
I have no doubt that the collections will even be worth more than the purchase price – at least for the short term. Whether NFTs will retain their value over the long term is still a matter of debate.
Is NFT art? Does it matter?
NFTs are an odd animal even by today’s standards. With traditional art, we know and respect the “don’t touch” requests, but in this new type of art which we can’t touch anyway, we’re forced to avoid looking as well. Your NFT art would probably spend most of its days hidden in a file, on someone’s device, somewhere or other. Is it still art if no one views it and it cannot be hung in your living room or anywhere else? Who’s to say. Does combining virtual trends with real-life products and brand values a form of marketing art? Hell yes. Also, you can get a hoodie.