NFTs have been a staple of the Web3 world for years now, showing off the creative potential of modern innovation and technology in the ecosystem. More importantly, though, NFTs are major building blocks for communities; whether for a major gaming IP like Axie Infinity or artistic projects like Bored Ape Yacht Club, NFT communities are tight-knit and close, often supported with incentives like custom NFT merch or brand activations.
You’ve probably seen a number of major NFT or blockchain-based brands with their own shops of custom NFT merch, but you might wonder why giving away or selling NFT merch is so important in the space. Isn’t a major selling point of blockchain-based technology that it’s online and decentralized?
While that may be the case, there are numerous NFT use cases with physical or real-world assets involved. In fact, real-world asset (RWA) NFTs are a major player in physical collectibles, representing over $462 billion worth of revenue in 2023 alone.
Without even taking into account RWA NFTs, though, NFT merch provides much more value to NFT creators, their holders, and communities than just technological and economic potential.
Why is NFT merch important?
Recent moves in the NFT world have shifted towards NFT Originated Media Franchises, as described by Elad Yacobowicz in his insightful post on the evolution of NFTs.
In it, he describes how major NFT IPs like Doodles are transforming the industry by creating new modes of engagement through entertainment and genuinely great media. As Yacobowicz described, in a post-2022 crypto winter world, NFT creators need more than just collectors–they need fans.
And NFT merch plays an instrumental part in that. Among other things, NFT merch:
- Creates hype: Releasing new merch, providing community customization through merch, or even collaborating with major designers, drums up hype and media presence both online and offline. If your community loves your merch, they’ll post about it. And if people see it online, they’ll naturally ask where it came from–and where and when they can get it next.
- Builds community: Hosting new merch on the shop or interacting with merch in major conferences like Token2049 creates conversation and rewards community interaction. Your most dedicated holders and fans get to carry a physical reminder of their engagement with your IP, and that matters a lot in the long run.
- Shows premium exclusivity: High-quality merch released in limited quantities creates a once-in-a-lifetime feeling for every drop. Associating this with a special occasion in your NFT brand’s lifespan can reinforce the feeling of exclusivity and personalization that NFTs thrive in.
- Forms new engagement methods: Most importantly, NFT merch provides a new and novel way for holders and community members to engage with the brand even off-chain. Holders wear their favorite NFT hoodies on subways, put their limited-time vinyl figurines in glass cases as conversation pieces, and carry their NFT bags and tote bags across conferences. It’s simple, straightforward, but extends your brand’s lifetime infinitely.
NFT collections with great merch
Many NFT brands and IPs have long understood the assignment, presenting with some of the best merch the Web3 space has to offer. Here are some of our favorites:
Doodles
Along with stellar animation, music, and entertainment collaborations, Doodles has always had a solid merch lineup.
Their main apparel offerings feature simple embroidered details, with one of our favorites being this weather-resistant raglan-sleeve emblem coach jacket.
Their collectibles, however, are the real standouts of their custom NFT merch lineup. From the cute Mello Vinyl kitten to the iconic Zen, 2023 brass sculpture, each design and figurine is a worthy collector’s item for fans and holders alike.
Azuki
Azuki has always been a major point in the intersection of street culture, anime, and Web3 innovation, and it’s no surprise that their merch lineup is equally impressive.
We’re big fans of their Through the Gate Crop Hoodie–the hand-drawn collage along the entire design, the relaxed fit, and the astonishing 460 GSM French terry material all appeal to our own tech textile geek sensibilities.
Their first limited apparel drop is still one of their most significant, though. The reversible Twin Tigers bomber jacket is not only exclusive to Azuki holders, with funds from secondary market trading going to a good cause, but it also just looks absolutely insane. Nothing else has brought out as much admiration and envy in equal parts from us as this jacket.
Wassie
The Wassie merch collection presents a playful and unique look into the major NFT brand, featuring real experimentation with designs and prints.
We especially love the execution of this Black Sparkle Sigil Hoodie and Cap, which resembles the signature Wassie look and sigil, packed in peak comfort material.
On the physical merch side, their custom Woker Playing Cards have their own individual designs for each card and make for fantastic collector items or gifts. It’s the kind of invention that highlights the main importance of custom NFT merch in the space, not just as something to hoard, but to share and show off all across the world.
How to create custom NFT merch (that holders actually love)
Reading all of this, NFT owners might be tempted to get on a print-on-demand service and start making their own NFT merch relatively cheap. POD can be a useful testbed, but high-end merch that creates long-term brand equity usually goes far beyond that.
Here’s the thing: when you make merch, you make communities and conversations. The biggest players in the Web3 space right now are focusing on quality, not quantity–exclusivity and true innovation over dimestore efficacy.
This doesn’t necessarily mean you have to break the bank to make NFT merch. Other than obviously taking time and care in creating your custom NFT merch lineup, here are some other tips we’d recommend if you want to make custom NFT merch that your holders will actually love:
Using performance fabrics for wearables
Techwear is a major movement in both popular fashion and Web3 circles, and the performance and technical fabrics that come with it make it one of the most practical ways to create custom NFT merch that holders will wear to the end of the world.
Consider looking into the latest innovative and specialty fabrics, like water-repellent cotton, Coolmax, performance fleece, or even staples like French terry. A little more practicality, comfort and durability goes a long way in making a stellar NFT wearable.
Include tech integrations
This one’s a bit of a no-brainer, but many exclusive NFT merch options provide NFC authentication chips, adding an extra way to make the NFT merch exclusive to holders and community members.
Small tech integrations like that matter a lot to the Web3 world. Some other cool tech integrations we’ve seen include LED on wearables or merch pieces, tech gifts like customized mini speakers or headsets, and transformative prints like holographic graphics.
Speaking of prints–
Experiment with print styles
Maybe it’s just us, but every other custom NFT merch option we’ve seen really only offers the semi-regular prints–DTG, DTF, screen prints, etc.. There’s nothing wrong with the reliable and classic, but there are so many great print styles and options that people are leaving on the table for their own custom NFT merch lineups.
Embroidery is a great place to start, with variations like chenille, brush, thread, fluff, and more, but there’s also holographic prints, 3M reflective prints, TPU, sponge, embossing, mucilage, and so on and so forth. We’ve amassed over 30 printing styles in our collection, and every year there’s always something new to try in fashion and printing circles.
Whichever way you make your custom NFT merch, we only ask that you make it special. NFT holders are some of the most dedicated community members in the Web3 space, and we truly believe they deserve more than just regular run-of-the-mill gifts.
Want to make your own NFT merch collection? Our team at Shirtual knows our way around the space, providing all of the tech integrations needed for custom NFT merch along with over 100 fabric options, apparel styles, and more. Contact us today!
