The luxury fashion brand 9dcc, which is connected to Ethereum NFT, is shutting down its operations at the end of May 2025. The reasons are as follows:
Economic challenges: The founder mentioned “macroeconomic headwinds in consumer web3 and global luxury retail softness”. The company may be facing difficulties such as reduced consumer spending on Web3 – related products and a slowdown in the luxury retail market, which make it hard for the business to continue.
Ahead of its time: The concept of integrating fashion with Ethereum NFT was innovative, but it might have been too early. The market may not have been ready for such a new model, resulting in insufficient acceptance and support.
9dcc was founded by the pseudonymous crypto personality gmoney in 2022. It sells clothing items such as shirts and hats, physically linking them to NFTs on the Ethereum blockchain via sewn – in NFC chips. This allows owners to prove the provenance of the items and obtain digital signatures.
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