Founded in 2022 by gmoney, 9dcc aims to “reinterpret centuries-old brand traditions while delivering fresh take on fashion for digital-first consumers whose perspectives on fashion and design align with gmoney’s vision for timeless style.”
COLLECTION 01 by 9dcc is the first fully on-chain fashion collection, seamlessly integrating physical products with digital experiences.
In this Q&A, gmoney discusses how he merges the physical and digital sides of fashion, as well as 9dcc’s upcoming Black Box casting, which launches on December 18th.
OpenSea: What inspired you to create 9dcc? How is it different from traditional fashion brands?
gmoney: Working with brands like adidas and Prada has allowed me to see first-hand the companies’ thirst for innovation, and it’s clear that to thrive in today’s market you need to explore new, forward-thinking opportunities.
What’s unique about 9dcc is that we leverage on-chain technology to merge the physical and digital aspects of fashion, traditional brands focus on physical collections, but we create products that people love to wear while providing them with an interactive and community-driven digital dimension.
It’s a whole new way for people to connect with brands, designed for the trendsetters and tech-savvy disruptors who are shaping the future of fashion.
OpenSea: You’ve been a strong supporter of web3 and NFTs from the beginning. What initially attracted you to this space? How have your views evolved?
gmoney: NFTs immediately struck me as a game changer, especially in art and fashion where provenance is so important, and over time I saw how web3 could help creators and brands build direct, transparent relationships with their communities, eliminating the middleman.
On-chain technology is rapidly evolving, making it easier to connect the physical and digital worlds, and seeing this shift only reinforces my belief that web3 is the future, not just of fashion but of culture as a whole.
OpenSea: What has been the most meaningful moment or achievement you’ve experienced at 9dcc so far?
gmoney: It’s been incredible to see 9dcc come to life, our debut at NFT Paris was a turning point - it showed the world what’s possible when physical fashion meets on-chain technology, and the pop-up stores in New York and Los Angeles were also a highlight.
They bring our collections to life and create real-world connections with our community, and these events have helped us build a network of people who truly believe in the brand and are excited to shape its future with us.
OpenSea: How does 9dcc promote community development in web3 (e.g. network points, NINES, etc.)?
gmoney: Community has always been at the core of 9dcc, for example, we launched the NINES Experience Badge at our NYC pop-up store, where visitors could earn an on-chain proof-of-presence badge by scanning bottle caps on display and each other’s products, which was a fun way to commemorate real-life moments and build connections between members.
These badges are just one way we are blending digital and physical interactions. By putting experiences on-chain, we are creating a social graph that strengthens the connection between our community and brand. Every interaction is meaningful and we are constantly rewarding participation in various ways to make being a part of 9dcc special.
OpenSea: 9dcc is known as a “digital-first” fashion brand. How do you see the intersection of physical and digital fashion developing in the next five years?
gmoney: The next five years will completely reshape the fashion industry. With the emergence of artificial intelligence, consumer experiences and the integration of technology into those experiences are about to be completely changed. As technology advances and consumer expectations grow, every brand will need to adopt a digital component to its physical products.
At 9dcc, we are leading this change by creating products that seamlessly bridge the digital and physical, building stronger connections between brands and communities, and we are also seeing a shift in consumer expectations of brand value.
9dcc has gone ahead and created systems that incentivize community building and growth, and the future of fashion won’t just be about what you wear – it will be about the experiences and relationships that come with it.
OpenSea: What are the biggest challenges in convincing consumers and creators to adopt this digital-first mindset?
gmoney: It will take time to become popular, and people are still very interested in the concept of connected products, but every new product we release will drive this process forward.
The beauty of web3 is its responsiveness. We can quickly adjust based on feedback and improve the experience over time. Our goal is to create a meaningful and connected fashion that bridges the gap between the physical and digital worlds. Once people experience it, they will see the potential and get excited about this digital-first approach.
OpenSea: What inspired 9dcc Black Box and ITERATION-04?
gmoney: Black Box is about pushing boundaries - delivering an experience that combines exclusive fashion, rewards and surprises, it’s more than just a product launch, it’s a way to engage with the community in new, innovative ways.
This launch marks the beginning of our efforts to engage the community in new, innovative ways and get them excited about what we’re doing.
ITERATION-04 builds on my early experiments with NFC chips, where I carried around PRADA keychains and distributed POAPs to introduce people to NFTs, a simple idea that grew into Admit One and eventually into 9dcc.
With ITERATION-04, we designed collectible keychains featuring exotic animals such as giant pandas, white tigers, and, of course, an ape wearing a beanie that are portable, interactive, and inspire interest in digital culture—all while staying true to our vision.
OpenSea: Can you share what buyers might find in the mystery box?
gmoney: Each black box is filled with exclusive rewards, featuring items from 9dcc’s COLLECTION-01, such as a basic baseball cap or a Japanese satin bomber jacket – all of which are certified on-chain.
The boxes also include the ITERATION-04 keychain, a must-have collectible for 9dcc fans, and for each box purchased, buyers will receive 9dcc Network Points and 21 OP (Optimism) tokens, as well as a chance to win an orange CryptoPunk beanie — introducing someone to one of web3’s most original communities.
Buy Mint and get OpenSea XP.
OpenSea: What was the reasoning behind joining CryptoPunk?
gmoney: CryptoPunks kicked off the last bull run, they have a place in history, they are iconic figures - they represent the roots of the NFT movement, and adding an NFT to Black Box is a recognition of the energy and excitement that brought many of us into this space.
OpenSea: Can you explain how the redemption process works?
gmoney: Starting December 18, 2024, the black box NFT will be listed on OpenSea, first come, first served, and open to everyone. Trading of the unrevealed black box will begin on December 27, and on January 15, 2025, you will be able to reveal the contents of the box and redeem the physical goods for shipment.
What’s the grand finale? On February 7, 2025, the CryptoPunk winner will be drawn from all redeemed products to one lucky participant!
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