”Flowers for society is a footwear metaverse for collectors, sneaker heads and NFT investors – anyone can and should be part of it!” reads Till Jagla’s description of his own new company on LinkedIn. The IWC Journal talked with the creative head about the first physical sneaker brand that is built on NFTs.
CHALLENGING THE CURRENT STATE OF THE SNEAKER INDUSTRY
What do flowers have to do with sneakers?
At the first glimpse not much. I wanted to challenge the current state of the sneaker industry. Back in the days the sneaker game was driven by an inclusive, community driven mindset. People met for a sneaker release, not necessarily to cop the respective shoe, but rather to spend time with likeminded people. It was more about the culture and the people than the brands, collabs or shoes. It has been the glue that kept everyone connected.
In the last 5-6 years the game has changed significantly from an inclusive to an exclusive business. Nowadays the majority of people consume to re-sell the shoes, in order to make profit, hence the profit overshadows the community. I simply hate this movement, because this is the exact opposite of why I joined the game 25 years ago.
Flowers For Society is a new sneaker brand that challenges the status quo and comes with an alternative. We offer an inclusive, community driven eco-system for people who are interested in “togetherness”. If you are part of the Flowers For Society community, you get access to all future releases, limited editions and exclusive collaborations.
NFT AS KEY TO THE COMPANY
How is Flowers For Society different from any other sneaker brand?
As mentioned earlier, we like the idea of a protected environment, a safe space for like-minded people. We fight bots and prioritize real humans and fans of the brand. We want to provide money-can´t-buy experiences for our members, in order to say thank you for their trust, passion and commitment.
Technically we found the solution within NFT´s (Non-Fungible Tokens). If you have purchased our sneaker, you´ll be gifted with your individual NFT, that represents the key to our closed eco-system. Obviously, the value of those access rights will increase over time. Hence, we have found a way to let our community participate on the company’s success. Everyone can decide whether they just buy, collect or even trade within our metaverse.
Till in the streets of Hamburg sporting Flowers for Society Sneakers…
… and the Pilot’s Watch Chronograph TOP GUN Edition “SFTI” Ref. IW389104
You know what I miss the most within the industry? Empathy!
Till Jagla founded the first physical sneaker brand built on NFTs
Perfect Match: FFS and the Pilot’s Watch Chronograph TOP GUN “SFTI”
OPEN ARMS MENTALITY AS CORE VALUE
Your company values are based on an “open arms mentality.” What does that mean?
You know what I miss the most within the industry? Empathy! We have made certain values an integral part of our brand. We based Flowers For Society on our key motivational drivers and values, trust, hope, collaboration and last but not least, empathy.
I guess everyone knows how it feels to work your ass off and go the extra mile over and over again, without getting any acknowledgement or recognition from your line manager or employer. We want to lead by example. We have identified this “open arms mentality” as a core value within FFS. Everyone can be part of it, we treat everyone the same. This is what drives us, this is why we founded Flowers For Society. We want to give back!
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