Louis Vuitton's latest Via NFT release features a limited-edition varsity jacket, exclusively available to holders of Via NFTs. The €7,900 jacket, designed by Pharrell Williams, combines physical and digital elements, including suede buckskin, iridescent snaps, and an embroidered logo. Holders can purchase the jacket through a token-gated website and will receive the physical version later this year. Via NFTs, introduced in June 2022, sold phygital treasure trunks linked to soulbound NFTs, granting holders access to exclusive runway items.
Louis Vuitton Unveils Exclusive Varsity Jacket for Via NFT Holders
In a testament to the enduring allure of Western aesthetics and the brand's penchant for collectible luxury, Louis Vuitton has released a limited-edition varsity jacket as part of its ongoing Via NFT project.
Available exclusively to holders of the brand's Via NFTs, the coveted jacket embodies the spirit of the modern cowboy, evoking a bygone era with its rugged yet refined details. Designed by Pharrell Williams, the sartorial masterpiece features supple suede buckskin, iridescent snaps, and an intricately embroidered Louis Vuitton logo.
Priced at €7,900, the jacket represents a unique fusion of physical and digital exclusivity. Via NFT holders can purchase the jacket through a token-gated website, ensuring their access to this limited-edition creation. Following the transaction, the physical version of the jacket will be dispatched to the holder in November or December.
The Via project, launched in June 2022, introduced a series of phygital treasure trunks linked to soulbound (non-transferable) NFTs. Only a select few hundred of these trunks were made available, creating a coveted status symbol among their owners. The subsequent release of exclusive runway items, including the varsity jacket, is a testament to the project's success and its ability to foster a community of discerning collectors.
Via NFT holders possess the exclusive privilege of purchasing these runway pieces, which are not available to the general public. The orange monogram Speedy 40 bag, debuting during Williams's inaugural show in June 2022, and the digital mini trunk designed by Nicolas Ghesquière for the SS24 runway, have previously been made available to this exclusive group.
While the exact number of Via Treasure Trunk NFT holders remains undisclosed, the estimated number of owners on NFT marketplace OpenSea suggests a select group of approximately 144 individuals. Louis Vuitton's highly curated rollout has ensured the exclusivity of the project, with potential buyers required to connect their crypto wallets and demonstrate their financial credentials.
The launch of the limited-edition varsity jacket further solidifies Louis Vuitton's position as a fashion house at the forefront of innovation and digital engagement. By leveraging NFTs, the brand has created a unique ecosystem that marries physical luxury with the excitement of digital ownership, catering to the discerning tastes of today's most affluent collectors.
