Jeff Staple released the first chapter of the STAPLEVERSE NFT series

Jeff Staple released the first chapter of the STAPLEVERSE NFT series

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

The creator established his New York-based brand, STAPLE, in 1997, using the now-popular graphic of a dove. In the years that followed, he founded visual communications agency Staple Design and boutique Reed Space and collaborated with well-known brands such as Nike, Timberland, and Clarks. More recently, the designer has gotten involved in the NFT and cryptocurrency spaces, partnering with RTFKT Studios on his NFT “METAPIGEON” sneaker and collaborating with entrepreneur Gary Vaynerchuck on the NFT “Perspective Pigeon” collaboration.

Today, Staple is fully embracing the Web 3, this time by creating a digital world called STAPLEVERSE filled with colorful characters, rare collectibles, and cutting-edge stories based on its roots in New York City.

“The stars kind of get along because this is actually our 25th anniversary of STAPLE as a brand,” he told HYPEBEAST. “We have been grinding it for a quarter of a century now. It makes sense that this is the year we are entering a whole new world.”

Wednesday marks the first chapter of what Staple calls “a social experience of collaborative storytelling told by Pigeonz from around the world.” The story begins in New York City, home of EMPIRE STAPLE PIGEONZ, and revolves around the iconic Staple pigeon and its presence in New York – from what it eats to where it defecates.

The FEED NFT drop includes 20 different “feed” that New York City pigeons eat — from pizza and bagels to subway tokens and cigarette butts — capped at 10,000 at 0.1 ETH per NFT. With STAPLEVERSE construction still going, collectors will have the option to keep their feed or throw in their feed to become part of a HOOD PIGEON SQUAD or POOP GANG, writing the stapling narrative in real time.

“New York has always been in my DNA,” he says of the inspiration for his project, which enlisted artist P. Thom Stephenson to honor New York’s “era of silkscreen culture.”

Staple says every NFT release will be “equally psychedelic,” though he hints POOP GANG will have a “huge benefit” down the line, while HOOD PIGEONs will be part of a property scheme tied to their hometown of New York City by secondary market transactions. He adds that STAPLEVERSE’s vision extends beyond the Empire State.

“We can keep going to different cities and worlds, then what happens when an Osaka pigeon meets a Bronx pigeon?” He says. “It’s almost like the Marvel Cinematic Universe.”

“That’s it,” he continues, “like I couldn’t implement in the physical world.” “Even if I did it with retail stores and with designers, it would be a huge five-year project involving logistics, supply chains and all of that stuff.”

As the coding spaces continue to evolve at a rapid pace, Staple is confident in the new opportunities that creators must take to connect with the public and build their brand.

“Traditionally, creators have always been like playing Whac-A-Mole and trying to solve a problem, make money and then move on to the next thing,” he explains. “One of the things I always try to say to creators [about blockchain and NFTs] is that you now have the ability to truly own and claim your intellectual property rights and make it sustainable for the long term.”

Addressing fellow OG street fashion designers and vintage brands, Staple encourages them to get involved in the crypto space and truly “become the customer” in order to achieve success.

“The reason you are most likely a content creator or have a brand is because you are a customer and fan first,” he says. “Look at OpenSea. Start with “What do I like?” Forget about prices. Forget about investing. Forget about flipping and buy something. And even if it’s tanks, it doesn’t matter because you love the artwork.”

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