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9dcc is a luxury fashion brand founded by gmoney in 2022, integrating Web3 ideals into traditional haute couture. Its core products embed NFC chips that users can tap with their smartphones to activate and claim on-chain digital collectibles, bridging the physical and digital worlds. The brand also introduces the NINES 'Proof of Presence' system, turning offline social interactions into collectible digital tokens, and a points program to reward loyal users.
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About 9dcc
9dcc was a New York-based on-chain fashion brand founded around 2022. It turned garments into "networked products": each item had an NFC chip sewn in, allowing owners to scan it to verify authenticity and ownership on Ethereum and unlock digital experiences. The brand positioned itself as a luxury lifestyle platform bridging physical and digital worlds. It aimed to address the problems of counterfeit luxury goods and disconnected brand-consumer relationships by making each product a portal to on-chain identity. It also offered its technology to other brands and collaborated with Mastercard on a golf tournament capsule.
A major negative development within two years: in May 2025, the company announced it would wind down. Founder gmoney posted on X that macroeconomic headwinds and soft luxury retail sales made it unsustainable, acknowledging the vision may have been "a little early." A 90-day window was opened for users to redeem physical products. Therefore, in the six months from March to September 2026, there were no new business or product updates; the brand had ceased operations.
Founded in 2022 by gmoney, 9dcc derives its name from the last four digits of the Ethereum wallet address that anchors the brand's on-chain identity. The first major milestone came in July 2022 with the launch of ITERATION-01, a T-shirt NFT redeemable for a physical garment, establishing the 'phygital' model that defines the house.
In February 2024, 9dcc presented its first full on-chain luxury collection during Paris Fashion Week, featuring NFC-chipped 'Networked Products' that link physical items to Ethereum-based digital assets. This marked a historic step for high fashion's integration with blockchain technology.
Another significant development was the NINES program introduced in April 2024, which merges luxury streetwear with blockchain-based community engagement, reinforcing 9dcc's position as a pioneer in crypto-native luxury. The brand was also recognized as 'Phygital Brand of the Year' at the Phygicode Impact Awards, cementing its influence in the physical-digital space.
Gmoney (@gmoneynft), Founder & CEO of 9dcc, based in Puerto Rico. With over 20 years of trend-forecasting experience, he accurately predicted the iPod (2004), Bitcoin/Ethereum (2017), and CryptoPunk #8219 (2021).
He has made 125+ angel investments across crypto, AI, and digital culture, and advised global brands including Adidas, Prada, Visa, and Mastercard on Web3 strategy.
In 2022, he founded 9dcc, an on-chain lifestyle platform merging luxury fashion with Web3, introducing NFC-chipped apparel and "phygital" experiences.