The beginning of the end of the era of the Big 6 media companies.
Start a publication for zero dollars, publish content with zero publishing cost, do it well and the audience will come to be inspired. The accessibility to publish creative work was all of a sudden democratized. And even if blogging quickly became some sort of influencer game, the beginning was a revolution. The Hundreds started in a time where blogging was a new phenomena. The founders of The Hundreds came across this book in 1999 - a time when (just like today) technology was on the verge to change the world faster and with more impact than anything that had ever come before. A set of subcultures that culminated almost 25 years earlier than The Hundreds’ start in 2003 - The Punk Movement.ĭick Hebdige published the book “Subculture: The meaning of Style” in 1979 where he focuses on Britain’s postwar youth subculture and outlines the individual style differences of specific subcultures like Teddy boys, mods, rockers, skinheads and punks. The co-founders of this massive success story were cutting the edge in tech for apparel brands from the very start, over 18 years ago.īut before we dive into that we need to take a quick look at the genesis of what eventually became streetwear. Their NFT project Adam Bomb Squad is not just special in the aesthetics and tokenomics (25K unique Bombs) but they are a glimpse of what the future might bring for consumer goods brands.Īt least for those consumer goods brands with a bit of history and/or some swagger.īobby and Ben Hundreds have both in abundance. The OG (founded in 2003) LA Streetwear brand The Hundreds, the guys who put Fairfax on the map, are way ahead on precisely everything. There is one player who is way ahead of all our imagination. Just imagine what Baby Yoda, or Darth Vader, will trade for in Disney’s Star Wars NFT collection… Just think about how the demand for Fly Frogs might explode with Coinbase’s 68 million users pouring into the buyer side… Imagine what Quentin Tarantino’s Pulp Fiction NFT drop might mean for the whole NFT market to go mainstream… What if such and such…? Just imagine this and thus… I see a lot of imagination on how this might play out, what might happen, who might do what, and of course - what the results might be. When the big boys and girls of the traditional brand world decide to enter this new playing field, it will indeed be earth shattering. And every time a new player is rumored to enter this (still) very avant garde arena, there’s always a lot of buzz about it: Coinbase is gonna open an NFT marketplace, Nike is trademarking for digital products, Adidas is looking to buy a Bored Ape, Visa bought a Crypto Punk, Disney is working on something, what about the Marvel Universe? Hype, hype hype.
Everywhere I look in the NFT community there is this recurring notion that “We need brands to embrace the NFT world and make their own NFT projects”.
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