top of page

Revolutionary Fusion: Luxury Italian Sneakers Meet NFTs in Innovative Footwear Brand

Fashion veteran George Yang's brainchild, Cult&Rain, is set to redefine the intersection of crypto and footwear, aiming to transform the way consumers engage with the metaverse. Positioned as the "first luxury fashion house born from crypto," Cult&Rain is gearing up to launch its inaugural limited edition NFT collection, coupled with exclusive luxury fashion sneakers, slated for release next month.

Scheduled for February 7, Cult&Rain's first release features 2,000 4K animated NFTs intricately tied to an equivalent number of sneakers. This collection boasts four original sneaker designs, each available in five distinct colorways, with only 100 pairs per colorway up for grabs. Notably, the brand collaborated with four accomplished artists—The Heart Project by Aidan Cullen, Sean Williams, Sophie Sturdevant, and Javier Arres—to create unique skins featured both on the sneakers and NFTs.

Originally conceived as a means to track sneaker ownership from factory to consumer using blockchain technology, Cult&Rain's founder, George Yang, adapted his vision under investor encouragement. Yang decided to take the concept into the metaverse, combining NFTs with physical pairs, allowing him to self-fund the project. Despite initial hesitation, Yang's commitment to creating a world-class brand led him to invest heavily in creative assets and utilize sourcing connections for the physical redeemables, which are crafted in Italy.

With aspirations to be the most luxurious NFT experience in the market, Cult&Rain focuses on creative assets and impeccable craftsmanship. As the project takes shape, Yang envisions future collaborations and plans to expand the brand's physical product offerings throughout the year. The brand is exploring additional physical units for future drops, independent e-commerce sales, and even the possibility of a physical pop-up store.

When asked about the mass adoption of the metaverse, Yang anticipates a significant shift in 2022, predicting that more consumers will participate as payment options become more versatile. Cult&Rain plans to launch credit card payment options this year, expecting it to facilitate a broader embrace of Web3 and metaverse usage by the end of the year. The brand is poised to lead the way in blending luxury, technology, and innovation in the evolving landscape of fashion and the metaverse.


bottom of page