Retail

Sadderday opens retail store in Brooklyn to sell apparel & NFTs

15 May '22

2 min read

Pic. Sadderday/Twitter

Sadderday, a minority-owned lifestyle brand launched in 2013, has opened its first brick-and-mortar retail location and announced a set of NFT collectibles. The Brooklyn-based firm has sold its Sadderday clothing online for the last nine years, steadily building a community of loyal customers and brand advocates. Sadderday was founded by Brandon Jenkins.

As an influencer in his neighbourhood of Bedford-Stuyvesant, Jenkins created Sadderday to promote mental health awareness through an authentic & accessible streetwear brand. The retail store, dubbed the Sadderday showroom, is in the vibrant neighbourhood of Williamsburg, nestled at the corner of Lorimer Street & Skillman Avenue, according to a press release by the company.

Sadderday announced its NFT collection of dynamically generated duck characters in April, based on its most popular design to date, Sad as Duck. The NFTs will have a mint price of 0.03 Ethereum, and will grant holders access to exclusive discounts, real-world events and online opportunities with the brand.

“We wanted to open up a physical location because building a brand completely online is a little impersonal. Meeting people in the neighbourhood and connecting with other business owners has made the brand feel even more legitimate,” Jenkins, said in a statement.

“Now that we’ve got the physical presence to connect locally, we wanted to make sure we could also connect on a deeper level with our community outside of NYC. We’re 100 per cent independent and homespun, and we want to prove that smaller brands can build successful blockchain solutions in-house,” co-owner and full-stack developer, Sebastian Stant, said.

Fibre2Fashion News Desk (GK)

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