ONE37pm: What gets you excited about partnering with legacy brands like Wrangler?
Betty: The coming together of history and innovation. It feels like we’re meeting in the middle where people can enjoy everything that comes with a trusted nostalgic brand, but also the excitement of seeing a brand embrace a disruptive ecosystem that is changing the relationship between consumers and creators.
I love that shift, I love being able to facilitate that and show people how it can work. It is really exciting.
ONE37pm: Why should the broader web3 ecosystem be excited about Deadfellaz x Wrangler?
Betty: I think both the Web3 and Web2 ecosystems should be excited about this partnership. It validates the strength of the brands being born from these NFT projects and honors the participation of the folks that make up these communities.
We’re demonstrating how brands can interact with NFT projects and their communities to bring them value in return for their participation and input and also showcasing to traditional businesses how a shift in relationship dynamics can benefit them. It doesn’t have to be something they bristle at the thought of. A new customer relationship dynamic can be innovative and disruptive and exciting.
Web2 brands don’t have to stick to what has always been done, they can absolutely innovate and be a part of this movement if they’re willing to give over a bit of control to their audience — essentially by turning an “audience” into “community."
ONE37pm: This partnership comes as NFT trade volume hits a one-year low, and communities are hungry for utility. How has the Deadfellaz community responded and participated?
Betty: 2021 was the year of inception for most that launched projects back then. It was fast and furious, the speed we worked at. We were building in response to not only community sentiment but also the market and rapidly developing tech. It was wild.
2021 was about building a strong foundation and ensuring our community was strong, that it reflected the culture we wanted to perpetuate with Deadfellaz. This year, 2022, is where we’re building on that promise to further embed ourselves into Web2 while continuing to develop Web3 — I like to call it Web2.5.
“Utility” is a buzzword I’m not sure everyone truly understands when they say it. So far the only utility most have provided is wealth. This year we’re seeing actual tangible utility emerge through education, creator tools, and tech.
Builders have had a chance to get their heads down these past few months. You will see a lot more from us at Deadfellaz (as I’m sure we will see a lot from other projects) as the market starts to discover what has been worked on over the downturn. It's been a great opportunity to focus and create.
ONE37pm: How do you see Deadfellaz continuing to merge with the physical (and non-crypto) world in the coming months and years?
Betty: I see us continuing to facilitate Web2 brands to meaningfully adopt a Web3 ethos and shift the way business is done. I love the shift from considering consumers as a number, a group of statistics that is to be marketed to in a soulless stream of releases.
What we’re doing now is personal, it’s about knowing our community and creating to that, treating people as sovereign individuals, and embracing that as part of our brand. I see us spreading into all sectors of entertainment and media as a flagship example of how this can be done in a more decentralized way than has previously.
Deadfellaz has carved out its space in Web3 as a cornerstone of culture and community. We will do that in Web2 just as effectively.
ONE37pm: At ONE37pm, we’re all excited to see the release of the DF comic book strip (being comic book nerds ourselves). What can fans expect from the collaboration?
Betty: The strip has been released in segments so seeing it all together will be truly satisfying. Leon Lee (our concept artist at Deadfellaz) has knocked it out of the park. The power of storytelling is so far quite under-utilized in this space I feel.
Storytelling is who we are, it’s in our DNA as human beings — it’s how we connect. Using new IP to create stories with a legacy brand and our community directing the journey? That’s special. Just like the Goosebumps “Choose Your Own Adventure” books I used to read as a kid!
The comic is being placed within an LTD.INC chip that is inside the 20 pairs of ‘undead denim’ Wrangler created. They can be distributed by scanning the chip as a sort of POAP. The comic strip is essentially a collaboration between Deadfellaz, Wrangler, and the Horde.
It feels to me like heralding back to when you would have amazing artwork that came in the booklets of CDs—combining the digital and the tangible. I don’t know that an NFT community has helped create something like this before, but I really want to see this sort of thing continue.
Stay tuned to Deadfellaz and Wrangler socials for more announcements on the vintage jeans drop and digital comic strip.