THE DEMATERIALISED Garners Attention for Fashion NFTs, Eyeing Japanese Market

The term NFT (Non-Fungible Token) gained recognition following the success of 'CryptoKitties', a game born on the Ethereum blockchain in 2017. Its value lies in being 'immutable proof of digital data', and it has drawn attention as an investment target. Nowadays, markets in various industries such as art, music, and fashion are expanding.

News spread in March 2021, amidst the COVID-19 pandemic, when Twitter founder Jack Dorsey's first tweet was auctioned for approximately 300 million yen. NFT brought about the formation of an asset value and a trading market for digital data, which was previously difficult to valuate.

Anticipating the NFT boom, two female entrepreneurs, Karinna Nobbs and Marjorie Hernandez, founded THE DEMATERIALISED in London. They became highly known in September 2021 when they sold figures featuring Karl Lagerfeld (top image: Karl Lagerfeld, KAL BY KARL).

It's often challenging to source information about NFTs only from websites and social media, so how do they plan to spread it among users? What's the potential for fashion NFTs in the Japanese market? We interviewed Karinna, one of the founders.