Urban Outfitters Europe enters the Web3 space with a celebration and epic collaboration commemorating their 50th year anniversary by supporting the launch of Smiley NFT artwork by legendary graffiti artist, André Saraiva.
To honor this milestone they have released 500 limited edition NFTs as part of the Smiley Collectors’ Edition. Not only are these collectible works of art, but these NFTs also act as “utility tokens” that will unlock prizes and rewards for select NFT ticket holders; to be announced weekly over the course of the next ten (10) weeks.
This iconic collaboration comes with multi level creativity, as Smiley has enlisted the creative eye of Sarah Andelman, co-founder of the world-renowned Parisian concept store Colette, to curate 50 halo partnerships. As part of the halo partnerships, Smiley enlisted the famous graffiti artist André Saraiva to reimagine the iconic Smiley logo. Active in the early Parisian graffiti movement, André became widely recognised for his cartoonish characters and alter ego Mr. A, which became his signature design and an iconic character in the fashion and art scene across the globe.
For the 50th year anniversary, André has created a set of signature works of art with his unique take on the iconic Smiley logo, creating a truly limited-edition set of NFT designs. The customised Smiley logo sees André play with the recognisable Smiley face and replace elements with his own established graffiti art style. André brings together his famous Mr. A alter ego and combines it with Smiley’s design to create a true celebration of two iconic subcultures.
The public mint of André Saraiva 500-piece NFT collection dropped on Friday, 15th April at 10:00am GMT/BST. The 500 limited edition NFTs will be available and sold via Urban Outfitters on OMGdrops.com. This iconic drop is grouped with a social impact angle and partnership as all Urban Outfitters profits will be going towards ‘Free Movement Skateboarding’, a sponsored NGO partner to THE SKATEROOM. Consumers will have access to purchase these rare NFTs using crypto currency Ethereum (ETH), priced at 0.2ETH, the equivalent of approximately £393.65 GBP / €467 EURO / $506.90 USD.
This collaboration and Urban Outfitters Europe entrance into NFTs continues to position the brand as a forerunner in retail by reaching their target audience in new Web3 ways.
The NFT project is under the management of North&Touth Entertainment Group©; a multimedia company and Web3 agency based in Beverly Hills, California.
In addition to the NFT, Urban Outfitters will retail a range of Smiley Collectors’ Editions as homeware and fashion pieces online and in-stores, including collaborations with iets frans…, Champion, By Samii Ryan, Crocs, Havaianas, Market, Eastpak, THE SKATEROOM, Sunnylife and Yellowpop.
All Smiley products will be available at Urban Outfitters from 28th March with the André Saraiva NFT available from 15th April.
