Jeff Staple releases Chapter 1 of the STAPLEVERSE NFT series


Jeff Staple has faced many challenges during his 25 year career in graphic design, fashion and footwear and brand marketing. His next goal: to enter the metaverse.

The designer founded his New York-based streetwear brand STAPLE in 1997, using a now-iconic pigeon graphic. In the years that followed, he founded visual communications agency Staple Design and boutique Reed Space and collaborated with established brands like Nike, Timberland and Clarks. More recently, the designer has dabbled in the NFT and crypto spaces, teaming up with RTFKT Studios on his “METAPIGEON” NFT sneakers and teaming up with entrepreneur Gary Vaynerchuck for the “Perspective Pigeon” NFT collaboration.

Today, Staple is fully embracing Web3, this time through the creation of a digital world called STAPLEVERSE that’s filled with colorful characters, rare collectibles, and evolving storylines based on its New York roots.

“The stars kind of aligned because it’s actually STAPLE’s 25th anniversary as a brand,” he told HYPEBEAST. “We have been working on this for a quarter of a century now. And it makes perfect sense that this is the year we enter an entirely new universe.

Wednesday marks Chapter 1 of what Staple calls a “collaborative storytelling social experiment told by Pigeonz from around the world.” The story begins in New York, home of the STAPLE PIGEONZ EMPIRE, and revolves around Staple’s iconic pigeon and its existence in New York – from what it eats to where it poops.

The FEED NFT drop includes 20 different types of “food” a New York pigeon would eat – from pizza and bagels to subway tokens and cigarette butts – with a max supply of 10,000 at 0.1 ETH per NFT. As the STAPLVERSE continues to develop, collectors will have the choice to keep their FEED or toss their FEED and become part of the HOOD PIGEON SQUAD or the POOP GANG, writing the narrative of the STAPLVERSE in real time.

“I’ve always had New York in my DNA,” he says of the inspiration for his project, which enlisted artist B. Thom Stevenson to pay homage to “the era of screen printing and of New York’s stencil culture.

Staple says each of the NFT releases will be “equally dope”, although he hints that the POOP GANG will have “so much utility” down the line, while the HOOD PIGEONS will be part of a linked royalty scheme. to their NYC borough through secondary market trading. He adds that STAPLVERSE’s vision extends beyond the Empire State.

“We could keep going to different cities and universes, and then what happens when the pigeon from Osaka meets the pigeon from the Bronx?” he says. “It’s almost like the Marvel Cinematic Universe.”

“It’s everything I couldn’t have executed in the physical world,” he continues. “Even if I had done this with retail stores and with designers, it would have been a monumental five-year project involving logistics and supply chains and all that.”

As crypto spaces continue to evolve at a breakneck pace, Staple is confident in the new opportunities for creatives to connect with an audience and grow their brand.

“Traditionally, creatives have always been like playing Whac-A-Mole, trying to solve a problem, making money, and then moving on,” he explains. “One of the things I always try to tell creative people [about blockchain and NFTs] is that you now have the opportunity to own your intellectual property and actually claim it and make it sustainable for the long term.

Speaking to fellow OG streetwear designers and legacy brands, Staple encourages them to get involved in the crypto space and truly “become the customer” to succeed.

“The reason you’re probably a creator or have a brand is that you’re a customer and a fan first,” he says. “Look at OpenSea. Start with ‘What do I like?’ Forget the prices. Forget the investment. Forget flipping and just buy something. And even if it clashes, it doesn’t matter because you love the artwork.


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