9dcc, the luxury fashion brand that stitched NFTs right into their clothes, is hanging up its hats, and shirts, at the end of May. The company cited a tough economic climate and “softness” in luxury retail sales as the main culprits behind the shutdown. Oh, and maybe just being a little too early to a future trend that hasn’t quite arrived yet.
The brand was known for its “networked products,” physically embedding Ethereum blockchain–linked NFC chips into apparel like shirts, hats, and other swag. This clever tech lets owners prove provenance and even collect digital signatures stored forever on the blockchain. A super fresh idea, but apparently, the world wasn’t quite ready for this blend of fashion and crypto magic.
It’s with a really heavy heart that I’m announcing the wind down of 9dcc, effective at the end of the month. Over the last few years, we’ve been on a journey to merge the digital and physical worlds. We did innovative drops, had amazing irl events and activations, and fostered… https://t.co/lZ2WD6ZRr5
— gmoney.9dcc.e τh (@gmoneyNFT) May 27, 2025
The pseudonymous founder, gmoney, reflected on the closure in a post on X, admitting,
“I firmly believe that we will see a future where ownership and verification will live on-chain. We may just have been a little early to that vision.”
Despite the early exit, he expressed confidence that this concept will come to dominate someday.
Launching its first full collection in February 2024, 9dcc dropped more than 60 items inspired by “Yakuza street style” and crafted for the “crypto mob.” They made a splash at Paris Fashion Week, taking their NFT apparel from concept to catwalk. Along the way, their gear was spotted on big names like Bradley Cooper, Chance the Rapper, and sports stars Patty Mills and Breece Hall.
They get it
— 9dcc (@9dccxyz) June 12, 2024
Chance The Rapper in 9dcc Printed Denim Trucker Jacket
Bradley Cooper in 9dcc Essential Baseball Cap in Hunter
Patty Mills in full 9dcc Printed Denim Fit pic.twitter.com/uybxMJHWwe
December saw the brand’s “Black Box” collection sell out on OpenSea, with a lucky minter rewarded by a CryptoPunks NFT prize now valued at around $125,000. Early 2025 brought another highlight: a collaboration with payments giant Mastercard at the PGA Tour’s Arnold Palmer Invitational, putting the brand front and center on a global stage.
What’s Next for 9dcc’s Community and Customers
As 9dcc winds down, they’re opening a 90-day redemption window starting in June for customers to claim vaulted physical products. This final chapter allows fans to get their hands on the unique items before the brand fully closes its doors.
In a heartfelt farewell letter, gmoney thanked every member of the 9dcc team and their partners for their dedication.
“Your hard work and efforts are what led us to the success we experienced over the last few years,” he wrote. “Without that dedication, I don’t think we would’ve been able to achieve what we did.”
While 9dcc may be bowing out for now, the founder’s optimism about the future of on-chain ownership remains strong. It’s clear the company was chasing a vision just a little too early, but maybe, just maybe, the world will catch up soon enough.
Gunel Ismayilova
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