Agenda-setting intelligence, analysis and advice for the global fashion community.

Nike Is Launching Its First Big Web3 Project

Nike’s .Swoosh is a platform for customers to learn about web3, collect virtual products like sneakers or jerseys and, eventually, help to co-create them — even potentially earning royalties on their sales.

A mobile phone shows a black screen with white text that reads, ".Swoosh is the home for Nike's virtual collections. Join us." — Nike's .Swoosh. (Nike)

Marc Bain

14 November 2022

Nike was ahead of the curve among fashion and footwear brands making moves into crypto, securing a patent for blockchain-linked sneakers called CryptoKicks back in 2019. Last year, as NFT trading reached a frenzy, it made probably the biggest investment of its peers by

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The Secrets to a Successful NFT Drop

The reasons some fashion NFTs are successes and others fall flat goes beyond having big, recognisable brands involved and comes down to factors like their creativity, audience and value for the price.

Is Fashion’s NFT Dream Over Before It Started?

NFTs could give brands a way to collect royalties on secondary sales of physical items, but a shift in how NFT marketplaces treat royalties threatens to undermine the idea’s future.

How Fashion Is Using NFTs to Sell Exclusive Physical Products

Brands like Tiffany, Prada and Nike-owned RTFKT are among those using the digital tokens to offer exclusive access to tangible goods.

About the author

Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

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Alibaba Targets $100 Billion of AI Revenue in Five Years

The Hangzhou-based company is the most aggressive Chinese spender on AI technology, having pledged over $53 billion of AI investment over several years.

Exclusive: Nvidia and Antoine Arnault Are Moving Into Virtual Try-On

At the Nvidia GTC conference on Monday, the AI company announced it was partnering with Catches to launch RealFit, a new platform that uses physics to improve digital try-on technology.

Which High Street Fashion Brands Are Winning the AI Discovery Battle?

Getting recommended by ChatGPT, Claude, Gemini and other AI chatbots is fast emerging as a competitive advantage for fashion brands. As AI reshapes discovery, which brands are being favoured by AI and why?

Why Fashion Doesn’t Talk About How It Uses AI

A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.

Bella Freud on Fashion and the Art of Getting People to Open Up | The BoF Podcast

The designer and podcaster joins Imran Amed to reflect on the emotional power of clothes, what Vivienne Westwood taught her about rebellion and how Fashion Neurosis has unlocked a new chapter in her creative life.

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