Crocs and social media star Bretman ‘Da Baddest’ Rock will reveal an exclusive collection of Jibbitz charms, available in limited pre-release quantities at the Times Square Dropshop experience. The Crocs x Bretman Rock five-pack of Jibbitz charms are inspired by a love of crystals, stars and reflective materials. Fans can use Snapchat to virtually try on the Jibbitz charms on a pair of Black Classic Crocs via a new Afterpay Snapchat Lens, the company said in a press release.

JD Sports commissioned multi-disciplinary artist Glassface (Josh Goldenberg) to create a rare digital art non-fungible token (NFT) that will be available to the public for the first time. With only 50 NFTs created, this is a true limited-edition piece made by a game changing artist.

Afterpay and Snapchat will take iconic New York objects and illuminate them in Bondi Mint which will be scattered around key locations in Manhattan, a taxi, a fire hydrant and a food truck. Each object will have a Snapcode that will unlock an immersive AR 3D map in Snapchat that reveals the Dropshop location, along with several other exclusive points of interest for the NYFW programme that Afterpay is hosting for consumers.

When customers step inside the Dropshop, they will be in a fully immersive experience that transports them into the drop world. From within, customers can activate the Snapchat AR try-on-experiences, and tap to buy directly from their mobile phone. Quantities are limited and available for sale until items sell out, according to Afterpay.

“We’re thrilled to expand our New York Fashion Week footprint to shoppers in Times Square. The Dropshop experience is just another way we are bringing the excitement of New York Fashion Week, and all of its creativity, to consumers with this amazing IRL immersive experience,” Nick Molnar, co-founder and co-CEO of Afterpay said.

"Fashion and apparel have always been at the forefront of immersive AR commerce, and Afterpay’s Dropshop is helping propel the industry forward. Together at this year’s New York Fashion Week, Afterpay, Crocs, JD, and Snapchat are truly leveraging augmented reality to create innovative brand experiences, that ultimately take the traditional experiential to the next level,” Nina Mishkin, director of creative strategy at Snapchat said.

Fibre2Fashion News Desk (GK)