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About 9dcc
9dcc was a crypto-native fashion brand tying physical garments to onchain assets: each piece carried an NFC chip, and tapping it with a phone linked the item to an NFT that verifies authenticity, records transfers and grants access to brand events.
It targets authenticity and provenance in the luxury resale market, where counterfeits are hard to spot and transfer history is opaque. Pairing a chip with an onchain credential should give each garment a checkable record. Commercially the path did not work: the brand announced it would stop operating in May 2025 and opened a ninety-day redemption window for physical items from June, after which the exchange between digital and physical assets closed — a sign that niche high-priced apparel plus crypto narrative did not find enough demand.
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 — Founder & CEO of 9dcc; crypto culture thought leader; built the first onchain fashion luxury house.
Eric Tesenair — Co-founder of 0x Shop and ex-CTO of Nifty's; now leads 9dcc's Networked Products.
Chris Your — Co-founder of 0x Shop and ex-CDO of Nifty's; handles product and engineering.