Coming Q1 2024
48 original characters hand drawn by legendary
comic book artist, Gilbert Hernández.
Each wears a singular algorithmically generated hoodie.
Each unique design translates into a one-of-one physical.
960 NFTs. 860 physicals in French Terry, 100 in Cashmere.
Accessible mint price, physical twin included.
A Manifesto for a Future Heritage
People are non-fungible. So why does everyone dress alike?
We make one-of-one fashion for everyone — singular designs that define the wearer as provably unique while simultaneously connecting them to the larger network of mmERCH collectors. We believe in a world of difference where clothes are as distinctive as DNA and you've got the on-chain data to prove it.
We're building a new heritage—of the past, in the present, for the future.
We love fashion. But feel the time has come for a new heritage built for the cultural creators and appreciators of Web3. Discrete individuals interlinked across digital and physical worlds — a collective of one-of-ones.
We're gaga for generative design.
A touch of chance creates collections of 1-of-1-of-x, sans limit. Singular garments developed from a curated set of constraints (palette, patterns, material) and executed at scale: one-of-one for everyone.
We love fine craftsmanship.
Virtual fashion is exciting. Yet we're too in love with the feel of fabric to let it go. We see Neo-Couture as PFPs IRL. And so we've set about creating fashion that moves like we do — traversing the digital, physical, and virtual with equal luxury and style.
Our future overfloweth.
Drops and drops of premium goods — from hoodies to backpacks to hats to whatever we (that includes you) can dream up. Got ideas? Let us know. Let's build a community of creators.
A Manifesto for a Future Heritage
how mmerch generative fashion works
Creating rarity for the rare
Creating rarity for the rare
Haute couture creates one-of-one fashion for the very few. But how do you create one-of-one fashion for everyone? You turn to the wonder of algorithms.
We plug our taste — colors, patterns, material — into a computational engine that, in one click, generates thousands of unique designs.
STEP 1
Define Traits
Every mmERCH collection begins with a featured silhouette and set of traits — body, pocket, hood, bands, sleeves.
STEP 2
Input Attributes
We curate a set of colors and patterns that will adorn said traits.
STEP 3
Assign Rarity
For each design attribute, we assign a level of rarity where color and pattern is driven by a value curve, sparking scarcity.
STEP 4
Generate Outputs
Our algorithm draws from the inputs to create a set of unique designs, a collection of one-of-one goods. Some are rarer than others but each is unique.
This is what you get — Fashion 3.0
One-of-one that's Digital, Physical, & Virtual.
FASHION 3.0
Digital
An NFT artwork, rife with utility, forged in collaboration with an artist, designer, brand.
FASHION 3.0
Physical
Delectable luxury, premium materials, meticulously crafted, NFC enabled.
French Terry
Cut & sew, hailing from a fabric mill in Italy before traveling to LA where they are hand cut and assembled into a premium garment.
The logo is silk screened, the printing is European, and the thread, tonal.
Cashmere
100% cashmere hoodie produced from hand dyed yarn and knit in Italy.
Each algorithmic design is assembled via linked jacquard panels and finished with an embroidered logo.
A most luxurious garment, indeed.
FASHION 3.0
Virtual
Bringing your mmERCH to life in the metaverse — whatever that is, whenever that may be.
artworks + environment : Tyler Hobbs, Joshua Bagley, 6529, ONCYBER
Drop 1 // Egg Collection
Our first drop is in collaboration with the legendary, multi-award winning comic book artist, Gilbert Hernández.
Drop deets (in case you missed it)
- 48 original characters hand drawn by Gilbert Hernández.
- Each wears a singular algorithmically generated hoodie.
- Each unique design translates into a one-of-one physical.
- 960 NFTs. 860 physicals in French Terry, 100 in Cashmere.
- Accessible mint price, physical twin included.
- Drop Date: Q1 2024
THE MMERCH SQUAD
A collection of artists, esthetes, degens, designers, philosophers, and coders.
THE MMERCH SQUAD
A collection of artists, esthetes, degens, designers, philosophers, and coders.
Colby Mugrabi
Founder & CEO
Colby Mugrabi is the founder of mmERCH, a visionary fashion house at the intersection of generative design, blockchain, and fine craftsmanship. Acting as both CEO and Art Director, Colby channels her deep knowledge and connections in the fashion, art, and Web3 worlds, introducing an entirely new category—Neo-Couture, one-of-one-of-x luxury fashion that's at once digital, physical, and virtual.
In 2017, Colby founded Minnie Muse, the research-based digital digest known for its original high-quality content cultivating the cross-pollination of art, fashion, architecture, and design.
In addition to mmERCH, Colby is a member of the digital fashion consortium Red DAO, serves on the NYU Gallatin's Dean's Council and guest lectures at the Parsons' School of Design; she is also a contributing writer at W Magazine and Air Mail. Colby is an active member of the Costume Institute at the Metropolitan Museum of Art and serves on the board of The Shed, a multi-disciplinary arts center located in New York City's Hudson Yards.
TEAM
ADVISORS
LAUNCH PARTNERS
FAQs
So you're a hoodie brand?
We're an art & fashion company, not a hoodie — or streetwear— company. Every drop, we'll collaborate with a different person, project, or brand to produce different kinds of art with a different physical twin — could be a hat, bag, shirt, table, chair…
What do I get?
Generative fashion that's digital, physical, and virtual.
- You get an algorithmically generated NFT artwork crafted with a collaborator (Drop 1: legendary comic book artist, Gilbert Hernández).
- Your NFT lets you claim a physical twin — a one-of-one super premium hoodie that the character in your NFT is wearing.
- Upon claiming your physical, you'll get an avatar, to boot.
And — and! — you get to be on the ground floor of a future heritage. We'll take you everywhere we go from here.
Here's the breakdown:
• Digital. This is the minted artwork — Drop 1: fine art hand drawn by the legendary comic book artist, Gilbert Hérnandez. As our genesis project, this collection will always have a special place in our hearts. Join us early and we'll look to say thanks in a variety of ways.
• Physical. A piece of generative fashion: a one-of-one hoodie that the character in your artwork is wearing. No two hoodies are the same. Each has a QR code that lets you access information about your item. And each has an NFC chip that will open many doors both physical and digital — you'll see more than a few IRL tricks in our future. Your physical is what we call a Wearable Wallet: an IRL gateway to your digital world.
• Virtual. For our first drop, your virtual asset will be an avatar but in the future we expect to do whatever makes sense: Wearables, Avatars, Architectural Environments, 3D objects. We remain open. Watching. Waiting for the emergent. We're true blue believers in the metaverse but we're also aware that the metaverse is many things, most of which have yet to emerge. Our plan is just to have fun. Try everything and see what resonates and what's possible.
How do you manufacture one-of-one physical fashion? (It seems impossible.)
We can't tell you everything but know this: we found a decidedly clever way to hack the old world into the new. If you're interested in manufacturing one-of-one fashion, reach out to us.
How long do I have to claim the physical?
Each drop will vary but expect each claim window to be about ~1 month.
What if I don't claim the physical?
Don't be ridiculous! But, for the sake of discussion, let's say you aren't ready for it quite yet. Fret not: we can help delay that gratification. We've Partnered with Americana and will provide a way for you to vault directly with them during the claim window. And yet, alas, once that claim window closes, you are out of luck — that ship has sailed. You'll still have the Digital Artwork and there will be an avenue for you to claim the virtual as well as other benefits along (y)our journey.
Can I just buy a hoodie directly from you?
Nope. Our hoodies are one part of the whole: Digital, Physical, Virtual. And some might say the greatest opportunities come to those who hold all three. This isn't just a hoodie: it's a Wearable Wallet. It's all connected.
What's the difference between digital and virtual?
Digital = the static NFT artwork
Virtual = a metaverse extension such as an avatar, wearable, or environment
When can I mint?
Exact date TBD. But Q1 2024.
How do I redeem my physical?
Connect your wallet at mmERCH.xyz when the time is right and you'll be prompted.
How do I redeem my virtual?
For our first drop all avatars will be available as a downloadable VRM directly From Opensea and/or our website. Ready to use in places like Mona and Oncyber.
Can I choose a different hoodie?
Not from us, no. You'll need to mint another or trade for one on secondary markets like OpenSea. Need help? Just holler.
What's an NFC chip?
A bit of tech you already use called Near Field Communication. It's in your phone, probably in your credit cards. Maybe even in some collectibles you already own. It's pretty cool.
What is the NFC chip used for?
The easy one: Authentication. The more interesting one: your Wearable Wallet. Your hoodie will be a wallet allowing you to collect NFTs IRL. More to come…we don't want to spill all the beans just yet.
Can the NFC chip be used to track me?
Yes. Down to the nanometer. Give us a ring when you've taken off your tinfoil hat. We jest. The answer is no.
Will washing my hoodie damage the NFC chip?
Nope. But we wouldn't recommend ironing it. Or wearing your hoodie in a hot spring. You'll be able to access care instructions via a QR code on the garment's label.
Where are the hoodies made?
Italy and the USA.