DROP 1

 

As the first drop, the ‘Ulva’ will serve as the opening press piece to the brand. The design inspiration came from wooden scaffolding in Iceland, very different to that found in other countries across Europe and worldwide. The scaffolding principle gave the first thought towards the functional element behind the brand, which can now be found in the ‘P’ heel as a consistent functional unique brand identifier across all styles.

The Ulva will be released as a 1 of 1 NFT, in a simple tonal hard-wood material. This NFT will grant direct access to the physical twin (which will soon be briefed to a carpenter on the East coast of Scotland). For the minting of this NFT, a couple of weeks will be allowed for the NFT resale to take place off the back of the initial hype generated over the month prior, and the NFT holder on a particular time slot will be given the physical twin. Of course, as this is a 1 of 1 piece, sizing is important and the messaging around this will be communicated correctly throughout. 

This launch will serve as a means of testing the market, and also introducing the brand and NFT project to the consumer, allowing for trust that this is digital-first project that actually delivers on its promises. At this stage, any mistakes or learnings can be ironed out ahead of the full launch of Drop 2.