The New York-based company, which calls itself “the first luxury fashion house born from crypto,” was founded by industry veteran George Yang as a way to bring high-fashion into web3. Yang has led international design studios and previously designed for global fashion brands like Theory, Costume National, Guy Laroche and Cerruti Paris.
The brand’s first launch — dubbed the Genesis Drop — will comprise of 2,000 4K animated NFTs that can be redeemed for an identical pair of Italian-made luxury sneakers. Utilizing his industry know-how and connections, Yang says that the company sources the finest materials and fabrication in order to produce a physical product valued at over $1,000 USD.
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There are four sneaker designs in five unique colorways as part of the Genesis Drop, with 100 pairs per colorway set. Special skins have also been designed by several digital artists, including The Heart Project by Aidan Cullen, Sean Williams, Sophie Sturdevant and Javier Arres.
Pre-sale for the drop begins February 7, while the general mint begins February 10. All sneaker styles will be released at the same time and will be numbered 001 to 100, with six rarity traits per shoe colorway.
NFT holders will be able to trade in the NFTs for the exact sneaker style they want until March 1 through cultandrain.com. Production of the 2,000 handcrafted and personalized sneakers at the company’s Italian factory will begin on March 8 and will take up to 16 weeks.
Our creative process starts with paper and pencil.
C&R Studio’s hand-drawn original concept design sketches of Model 01 Titan and Model 02 Atlas.
We said luxury fashion and we meant it.
— CULT&RAIN (@cultandrain) January 6, 2022
Cult&Rain plans to release additional physical and redeemable utilities tied to the NFTs, including Cult&Rain brand discounts, airdrops and VIP access to in-person and metaverse events. The company also hopes to create a metaverse wearable corresponding to each sneaker design and has plans to put on a metaverse fashion show.
In other news, a rare “Golden Ape” Doodle NFT sold for $1.1 million USD.