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Soulland releases NFTs during Copenhagen Fashion Week

One of Copenhagen's most well-known Danish labels Soulland is presenting an entire look from the collection as an NFT, which will be available from August 13 on The Dematerialised official website. One of the Soulland fans will get the chance to receive the purchased NFT look in the physical world - The Penelope Phygital.

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As a part of SS22 collection presented on Copenhagen Fashion Week, the Penelope suit is already available in digital format as an NFT on the marketplace The Dematerialised. The NFT will use blockchain technology, with the suit mirroring the fabrics and prints of the collection in a totally digital realm.


Three NFT packages are offering a different level of augmented reality and customers can try on items using Snapchat. The Penelope Phygital, the most expensive package with the cost of €5000, comes with "the digital pattern files, the physical pattern files and a made-to-order physical version of the suit". As Soulland has announced on their Social media accounts, this item is already sold and not available to the public.



The brand hopes to encourage creativity and interest in digital fashion and virtual realities. This launch makes Soulland the first-ever label to present collections in a completely new format, with the NFT market rapidly diving into the fashion industry.


Soulland is a Danish menswear brand, founded by Silas Adler and Jacob Kampp Berliner, in 2002. For its SS22 collection named "Love and Tragedy", team Soulland went for an intimate atmosphere placing a handful of chairs across the arena.



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