Pharrell Williams curates digital wearables for the NFT project Doodles
It’s a step towards the two-part universe Doodles is working to create. It’s part of a real lifestyle brand where people use Doodles as a social identity and community builder; to communicate on Twitter; meet in person; and create derivative works of art with the characters. And there is a parallel, fictional character world driven IP. “The two worlds will crash into each other at times,” says Doodles CEO Julian Holguin. “Where we bring brands and celebrities [like Williams] into the Doodles universe.”
Williams joined Doodles as Chief Brand Officer in June 2022. He brings his fashion connections to the NFT platform: Williams is the co-founder of Billionaire Boys Club and has worked with Adidas in the past. His fashion profile soared in February, when Louis Vuitton named Williams its next men’s creative director, filling the role left vacant when Virgil Abloh died in 2021. It’s one of the industry’s most high-profile design roles, thanks in large part to Abloh’s revered role. legacy, and how the multi-hyphenate Williams approaches the job will be closely watched. A highly visible NFT launch in the months leading up to his debut at Louis Vuitton (his first collection will be shown in June) raises questions about whether Williams’ interest in the space will carry over to the luxury house.
Louis Vuitton was an early adopter of experimenting with NFTs in the past. In August 2021, it launched Louis: The Game, which rewarded players with the chance to win NFTs. The following April, Louis Vuitton doubled down by adding new missions and rewards to the game app. The brand has been quiet on the NFT front since.
William’s profile is sure to raise Doodles. “As a collector, you want to be able to get the things that Pharrell likes to wear,” says Holguin. “It’s the first time you’ve seen a major cultural arbiter brought into our universe.”
“Art and technology have been two of the most transformative influences on me,” says Williams. “Doodles bring these two worlds together in one immersive universe.”
Rewarding community involvement
OG holders must complete a series of actions to enter the draw for a chance to be sent from a package. These engagement metrics include using a “Dooplicator” to create the first edition of Doodles wearables, opening a “Genesis box” to create other wearables, and signing up for a Stoodio account. For starters, it’s all about rewarding the core community. But if someone were to discover Doodles of a Pharrell post on social media, or an Icecream hoodie, a newcomer could complete the necessary tasks, says Holguin.
