Musical NFC Hoodies : nfc hoodie

Balenciaga dropped a limited-edition collection of NFC hoodies and t-shirts with embedded tags that give purchasers the power to listen to an exclusive track recorded by trip-hop group Archive. Unlike most songs that exist in the digital age, the 8.5-minute exclusive track recorded by Archive can’t be shared because the link is encrypted and it can only be heard by scanning the garment.

For this project, SaaS company Eon provided the technology and it marks the first time that a brand has used a digital product passport (DPP) to offer exclusive access to a song. Natasha Franck, founder and CEO of Eon, told Vogue Business, “in some ways [it] is the opposite of the metaverse, because it’s a physical gateway to a digital world.”

Additionally, Archive curated Patterns, a seven-hour playlist, exclusively for Balenciaga.