Too Early? 'Networked' Fashion Label 9dcc Is Shutting Down

Luxury Fashion and Web3: The Rise and Farewell of 9dcc

In a bittersweet turn of events, the innovative luxury fashion and NFT-linked products company, 9dcc, has announced it will wind down operations at the end of May. Despite its groundbreaking efforts to merge digital and physical worlds, founder gmoney (pseudonymous) cited economic challenges and softening luxury retail sales as key factors in this decision.

9dcc made waves with its "networked products" - clothing items integrated with Ethereum-based NFTs through sewn-in NFC chips. This pioneering technology allowed owners to verify provenance and collect digital signatures stored on the blockchain, creating a seamless bridge between tangible fashion and digital assets.

In a candid statement, gmoney reflected that 9dcc may have been "a little early" to the vision of on-chain ownership, noting: "I firmly believe we'll see a future where ownership and verification live on-chain. We may just have been ahead of that curve."

The founder praised the company's innovative product drops and community engagement, but acknowledged that "macroeconomic headwinds in consumer Web3 and global luxury retail softness" ultimately proved insurmountable.

9dcc leaves behind a significant legacy, having collaborated with streetwear icon Jeff Staple and partnered with celebrities including Chance the Rapper, Bradley Cooper, and professional athletes. These connections demonstrated the brand's unique ability to connect luxury fashion with crypto and Web3 culture.

As operations conclude, customers will have a 90-day window starting in June to redeem and receive physical products from the company's vaulted collections. While 9dcc's journey ends prematurely, its impact as a pioneer in blockchain-powered fashion will continue to influence future innovators in this space.