Cult&Rain, the deluxe fashion brand born from the crypto universe, has launched Genesis Drop, its first sneaker collection consisting of 2000 animated 4K NFTs paired with 2000 physical models. A confirmation that the boundary between digital and physical in fashion (but not only) is increasingly thin and intersected. The brand that mixes 3D art and luxury was founded by the visionary George Yang, creative director with over 17 years of experience in New York, Milan, and Paris, who has previously worked for prestigious houses like Theory, Costume National, Guy Laroche, and Cerruti Paris, and is making a name for himself with his philosophy of bringing high fashion to the web. This capsule is the most significant example of his work, with each NFT, defined by the Collins dictionary as “a unique digital certificate, registered on a blockchain, used to record ownership of an asset such as a work of art or a collectible item,” linked to a specular pair of Made in Italy sneakers worth over $1000.

A special list that only Cult&Rain community members can access will allow them to mint each NFT in advance, redeeming the corresponding physical models in real time. The capsule includes 4 models with unique colorways for a total of 2000 pieces, all designed in collaboration with four world-renowned artists who have contributed in terms of design: The Heart Project by Aidan Cullen (@HeartNFTs), Sophie Sturdevant (@sophiesaidso), Sean Williams (@1artsometimes), and Javier Arres (@javierarres). Streamlined silhouettes, futuristic uppers with fluorescent color accents, a mix of high-tech materials. An avant-garde project that testifies to the ongoing revolution in the increasingly democratic frontier of Web3, where major fashion players want to invest more and more: “our mission is to become the first luxury fashion house born in the cryptocurrency universe. I have assembled a team of top executives in the fashion, entertainment, and technology sectors to help propel the brand into the metaverse and beyond. We have an ambitious expansion framework with high-end sneakers,” said Yang. The General Mint was launched on February 10th and the NFT Sneakers are available for purchase on OpenSea.