Gap has announced the global launch of its first collection of non-fungible tokens (NFTs) to bring its brand and iconic product to new and existing customers in a rapidly evolving digital ecosystem. For this launch, the brand is introducing a gamified digital experience celebrating creatives and giving customers the unique opportunity to own a limited edition, collectable Gap hoodie. 

For this release, Gap is collaborating with Brandon Sines, the artist behind Frank Ape, for a limited edition drop. Community, creativity, and self-expression are core values in Sines’ art, which embodies positivity and equality, and aligns with Gap’s values of modern American optimism. 

As part of the company’s commitment to do the right thing for the planet, it has chosen to leverage Tezos, an open-source blockchain, to create the customer experience. Tezos uses a more energy-efficient approach to secure its network, allowing it to operate with minimal energy consumption and a low carbon footprint. 

The collection will be available from 13 January at gap.com/nft/.