Muldooneys Paris has returned to the fashion and digital space after nearly 10 years by relaunching its luxury leather handbags with new blockchain elements in its supply chain. As a first in the world of luxury fashion, the company introduced a 100% unique hologram key that is embedded within the physical handbag. The key is activated when it is paired with a non-fungible token (NFT) twin, minted for the 600 limited-editions designs, creating a one-of-a-kind product that retains its value long-term, the brand said.
The experience of blockchain, NFT and holograms embedded in handbags is an innovative approach that connects consumer, suppliers and luxury in the digital sphere, and provides detailed traceability of all of the brand’s raw material suppliers, both upstream and downstream. Each Muldooneys series Proof of Work is locked into smart contracts on the public Ethereum blockchain network, known for its high integrity for transparency and open access to the public, the company shared.
“The ever-changing world of luxury consumers demands that we weave safety, truth, rarity, beauty and connection. We at Muldooneys, are raising the bar and doing away with age-old conventions,” said Marlène P. Naicker, founder, Muldooneys. “Our customer is at the heart and soul of our avant-garde supply chain and we are responsibly bridging the gap, by giving her real-time private access during every step of the French craftsmanship design she buys. This is our way of telling her: we value you, and we cherish our association. By gifting her with an investable NFT, we share our success story. Our gain is her gain.”
The handbags are made to order with every series designed and inspired by history and legend, the brand said. For the current relaunch, the product story was inspired by the cosmic love story of Meenakshi, the warrior goddess from the ancient land of Madurai in Tamil Nadu, South India.
Muldooneys was founded in 2005 by Naicker, serial fashion entrepreneur, and is synonymous with taking an indifferent approach to luxury, the brand shared. Following a decade of hiatus, Muldooneys is marrying technology and French savoir-faire with its relaunch — now, every Muldooneys’ design is high-tech and has a unique digital footprint.
The company authenticates each owner of a handbag by pairing it with a unique hologram key, connecting the physical product to a blockchain twin. The goal behind this approach is to allow customers to trace the provenance of French savoir-fare and create exclusive value for every design that is impossible to imitate.
The brand’s relaunch encompasses eight limited series every four to six months, each with pop-cultural themes, fantastical and avant-garde designs, which forms the foundation for different worlds within the Muldooneys metaverse. Each of the covetable main products are limited to 600 units of the design, made and sold to pre-order for one time only; these are then followed with new product lines. The next edition from Muldooneys to enter the metaverse is African-inspired.
Muldooneys Paris shared that it is proud of the sustainability of its new limited edition product line. With a limited number of products that are made to order there is no unnecessary over-consumption of raw materials, reducing the chances of needless strain on the supply chain, the company shared. The company also chooses to work exclusively with French suppliers to reduce their carbon footprint and stimulate the local economy.
