Prada recruits sneaker artist Hirst for first solo NFT drop

By Raffaele Redi

The Italian fashion house will debut with hybrid NFTs

Italian luxury fashion house Prada has announced its first solo NFT drop, Timecapsule NFT Collection, which follows its previous NFT partnership with Adidas Originals.

Prada’s further expansion in the Web 3.0 space, Prada Crypted, will be linked both to a gender-neutral physical product and to a gifted NFT, or a GIF of the capsule video which represents the digital version of the physical item, as the Hong Kong-listed company explained.

The Prada Crypted space will host The Timecapsule, a monthly online event that will run for 24 hours on the first Thursday of every month, with an exclusive item made available in very limited quantities (drops will usually be limited to 50 items) on the company website and via selected markets, according to the Italian luxury brand.

“From 2 June, Timecapsule customers will have the opportunity to become the first owners of Prada NFTs by purchasing a Timecapsule product, which also sees NFTs gifted in a second phase for those who bought the Timecapsule in December 2019,” Prada said.

The partnership with Cassius Hirst

The NFT collection was created in collaboration with London-based artist, Cassius Hirst, son of contemporary artist Damien Hirst, who began using sneakers as a blank canvas for painting in 2018.

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As the company explained, the Prada Timecapsule will debut with a unique shirt designed in collaboration with Hirst, following the recent ‘Cass x Prada’ partnership, which featured Hirst’s interpretation of Prada America’s ‘Cup’ sneaker.

“The Timecapsule shirt showcases Cassius Hirst’s signature mask and brain scan designs. Available in both black and white, this limited-edition item is made of the most iconic technical fabrics within the Linea Rossa high-performance line,” said the company.

The first drop is scheduled for Thursday 2 June 2022. To mark the launch, the NFT supply will on this occasion be extended to 100 items.

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