A Boston-based sneaker startup that uses NFTs to authenticate its products is partnering with the Museum of Fine Arts in a unique mashup of fashion, fine art, and technology.
Endstate, a sneaker and apparel brand, embeds a chip into its shoes that can be scanned to protect against counterfeits, but it also enables access to exclusive content. Now the company has a new partnership with the MFA inspired by the museum’s Korean art collection that runs in tandem with a new exhibit called "Hallyu! The Korean Wave."
The MFA reached out to Endstate to initiate the collaboration, according to David Filar, the startup's director of product creation and design. The museum wanted to figure out how to get young people into the museum, Filar said.
Filar believes that younger consumers want more from their clothing purchases than just something cool to wear. They want experiences.
The MFA partnership will let Endstate wearers scan-in for complimentary access to two MFA Late Nites, social events held at the museum after hours. At the Late Nites, sneaker-wearers will also be able to be able to enter through a VIP access point, then go on a private tour of the exhibit with its curator, Christina Yu Yu, as well as other perks.
The first Late Nite event is Friday, March 22, and the second will be in May.
Endstate is just shy of three years old. Filar said the company’s goal is to “provide more value in physical products through digital connections.”
The shoes cost $250 a pair, and are made in Portugal, with soles from Vibram. Endstate only produced 200 pairs with this design, Filar said.
“There’s a fine balance of exclusivity and bringing deep value, and not oversaturating something,” he said.
The shoes went on sale in February, but there’s still some availability in certain sizes. Other apparel, like sweatshirts and t-shirts, will give wearers access to the exclusive content but not the private tour. Those styles will be on sale at the museum shop.
