Everything
If Louis Vuitton ever needed to make a statement, this Varsity jacket might be the exclamation point. Dropping from the catwalk into an ultra-exclusive digital world, the jacket isn’t just for show—it’s a passport into the secretive, velvet-roped VIA community. For anyone who owns one of the sought-after Treasure Trunk NFTs, Pharrell Williams has designed something that’s as much a fashion statement as it is an investment.
The limited-edition jacket, which originally dazzled on the 2024 Men’s Fall-Winter runway, is a marriage of the classic and the cutting-edge. Crafted with supple suede buckskin, slick grained leather sleeves, and iridescent snaps, it’s not your average varsity look. Pharrell’s first ready-to-wear piece for VIA redefines varsity vibes with a touch of cowboy cool. The pièce de résistance? The digital twin, an NFT collectible that gives you more than just bragging rights—it’s a digital badge of honour.
The physical jacket drops for VIA Treasure Trunk owners on April 22, priced at a casual €7,900 (AU$13,038.71) with only 200 pieces available. If you thought the Treasure Trunk rollout was hush-hush, this one’s even more elusive. VIA Treasure Trunk owners, who initially coughed up €39,000 (AU$64,364.39) for the honour, can access the jacket through a token-gated website. It’s a limited-access club that thrives on exclusivity and a dash of secrecy, and while the jacket ships later this year, the digital counterpart is already causing a stir.
Louis Vuitton has a few tricks up its sleeve with VIA, designed to keep the community elite and the market guessing. Forget open-market NFT drops; Louis Vuitton’s approach involves high-touch manual approvals, with NFT drops to keep things intimate and avoid the usual crypto chaos. By connecting crypto wallets to ensure high-net-worth clients, Louis Vuitton has created a system that’s as exclusive as it gets.
It’s a new twist on the fashion-meets-tech trend, and while crypto valuations may wax and wane, Louis Vuitton is playing the long game, aiming for a discerning audience that’s intrigued by a touch of exclusivity and a dash of innovation. If you’ve got a VIA Treasure Trunk, you’re in the club. If not, well, you’ll just have to wait to see what’s coming down the road.
