In a surprising announcement on Tuesday, crypto-native luxury fashion brand 9dcc revealed it will officially shut down at the end of the month. The news, shared by the brand’s anonymous founder Gmoney on X (formerly Twitter), marks the end of an ambitious project that once aimed to merge the worlds of blockchain and high-end fashion.
Launched in 2022, 9dcc branded itself as the first crypto-native luxury label, targeting a niche market at the intersection of Web3 technology and designer apparel. Despite its innovation and a loyal community, the company could not withstand the broader economic struggles affecting both the crypto and luxury retail sectors.
A Bold Vision That Couldn’t Survive the Downturn
In his farewell message, Gmoney cited “macroeconomic headwinds in consumer Web3 and global luxury retail softness” as the key reasons behind the shutdown. These external factors created an unfavorable environment for fundraising and growth.
“Despite strong brand recognition and community engagement, we were unable to overcome the macroeconomic headwinds,” Gmoney wrote in his post.
The company had been actively seeking funding for months. However, as shared by a 9dcc administrator in the project’s Discord channel, venture capital appetite for consumer-facing crypto brands had all but dried up.
“Team has been trying for months to raise and unfortunately, the VC appetite for a consumer brand was not there,” the admin stated.
A Journey From NFTs to NFC Chips
9dcc made its debut not long after the crypto crash of late 2021, when the values of cryptocurrencies and NFTs plunged sharply. While many in the industry retreated, Gmoney — already a well-known crypto influencer and collaborator with Adidas — pressed forward with his vision.
His goal: to bring real-world utility to blockchain technology in the form of luxury fashion. Each 9dcc garment came embedded with a near-field communication (NFC) chip, linked to a non-fungible token (NFT) that proved its authenticity and ownership.
Later innovations allowed people to tap each other’s clothing chips to receive unique digital tokens, essentially turning fashion into a form of social interaction powered by blockchain.
The brand also hosted in-person meetups, interactive events, and even developed a white-label tech platform that other brands could use to integrate similar Web3 capabilities.
Riding the Web3 Hype, Then Facing Reality
When 9dcc launched, excitement around Web3 was still high. Tech and fashion publications praised the project for its originality. The idea of phygital (physical + digital) fashion caught on, especially among crypto-savvy early adopters.
The company didn’t just sell clothing; it sold experiences and digital identity. Owning a 9dcc item became a badge of tech-forward status. The brand positioned itself as the future of fashion, promising a seamless blend of physical craftsmanship and blockchain verification.
However, as the crypto winter deepened and luxury retail began to slow globally, the market for high-tech fashion became harder to sustain. The luxury industry, hit by inflation, geopolitical tensions, and shifting consumer habits, saw decreased demand. And in crypto, investor interest in consumer applications, especially experimental ones, faded.
Political Hope Didn’t Translate Into Market Revival
As recently as November 2024, Gmoney remained optimistic. That month, Donald Trump won his second presidential term, promising to make the United States the “crypto capital of the world.” For many Web3 builders, Trump’s win signaled potential policy changes that could spark a crypto comeback.
But despite Trump’s pro-crypto stance and promises of deregulation, the positive sentiment wasn’t enough to revive venture capital interest in projects like 9dcc. Without new funding, continuing operations became impossible.
In his final message, Gmoney thanked his team and community for their support over the years.
“Over the last few years, we’ve been on a journey to merge the digital and physical worlds,” he wrote. “We did innovative drops, had amazing IRL events and activations, and fostered a community at the intersection of tech and fashion.”
Indeed, 9dcc built a passionate following. Its events drew creators, developers, and collectors. The brand became a symbol of what Web3 fashion could be — not just clothing, but a networked experience.
The End of an Era, or Just the Beginning?
The closure of 9dcc doesn’t mean the end of crypto-luxury experimentation. If anything, it serves as a case study in what’s possible — and what’s risky — when merging blockchain with consumer fashion.
Despite shutting down, the 9dcc brand leaves a legacy of innovation. From NFT-linked clothing to real-world activations, it demonstrated that fashion could be programmable, interactive, and authenticated in new ways.
Whether future Web3 fashion brands will learn from its journey remains to be seen. For now, Gmoney’s vision helped push the boundaries of what fashion could mean in a blockchain world.
9dcc’s rise and fall is a reflection of the challenges that Web3 consumer brands face today. The dream of blending crypto innovation with luxury design is far from dead — but timing, economic stability, and investor confidence matter more than ever.
As the crypto market matures, new opportunities may emerge for brands that want to bridge the digital and physical. For Gmoney and his team, the journey ends here, but their influence on the crypto-fashion landscape will not be forgotten.
