RTFKT Studios has definitely made a name for itself in the Metaverse startup scene. As one of the leaders shaping the parameters of what’s possible, Web3 Fashion House is providing creatives with the tools and resources necessary to achieve that “next level” of creativity. In the year Launched in 2020 by founders Chris Le, Benoît Pagoteau and Steven Vassilev – all with diverse backgrounds in the technology space – the team is as mysterious as it is creative, and in two years Triptych has redefined the boundaries of physical and digital value. Using game engines, augmented reality, blockchain authentication, and NFTs, RTFKT (pronounced “Artifact”) partnered with NFT artist Fewocious to release a “next generation” collection, including the $3.1 million sale of 600 physical-virtual sneakers. Clonex NFT models project. Acquired by Nike in December 2021, RTFKT helped accelerate a digital transformation beyond the “sneaker” company, opening the doors to a truly streamlined sports x gaming x tech culture. From AR hoodies and digital sneakers to NFC chips and blockchain authentication, RTFKT is setting the standard for what it means to bring old fashion to the Web3 space.
Beyond the many surface-level conversations you’ve had in the past when asked the same question, can you spill the beans on your startup story?
Benoît Pagoteau: We started RTFKT with brands of the future—made by creators and innovators. I met Chris and Zapatio when I was on the eSports team, Fnatic, in an era where the game was the dominant culture, and we adjusted our vision to see a new type of product that had no legacy or business model.
Zapatio: It started with the creation of an Instagram account where we created content using Chris’s 3-D skills.
Chris Le: I was designing skins for CS:GO. [and] DOTA 2, which eventually pushed me to design video game leather sneakers. When the Fnatic League of Legends (LOL) team was invited to the annual LoL World Championship, we decided to make the sneakers wearable during the finals. The rest was history.
How would you describe Web3 with what RTFKT stands for?
BP: Web3 is the beginning of a truly digital, borderless, alternative and exotic version of the world powered by a fully transparent economy. In these alternate reality narratives, we are all creating, sharing and earning income and tokens.
P: It’s a natural evolution of the internet and social media generation. We are the first generation to have a level of technology that allows us to know more about how brands, communities, platforms and economies work. We are big believers in open source tools and opportunities to enable the community to create their own resources and revenue opportunities.
CL: Giving our planet breathing room is the real start of a sustainable future where consumerism is put online. Human beings begin to eat less in the physical world, the habits of buying and collecting many useless things are now carried out in moderation.
How did Nike’s acquisition transform RTFKT’s infrastructure into virtual sneaker fashion?
Z: Our inspiration and love for Nike sneakers has really fueled our vision to extend our digital and physical collections.
BP: It sent a clear message around the world: Web3 is the future and everyone should take it seriously.
CL: It was inevitable that the world would move in this direction. Coming from the video game and skin industry, I noticed patterns of players showing more value in digital assets.
Z: The cult and collectible sneaker that Nike created changed the collectibles industry and culture forever. The acquisition allowed us to maintain a level of independence where we could pursue our vision.
“We are misfits, narcissists, and travelers. We always try to stay ahead of these cultures and worlds, thinking about how to combine them to create something new for the brand. – Chris Lee
What is the real “disruption” that leads to your unique conversations that newcomers in this space should pay attention to?
CL: The internet and gaming culture is part of our backbone. As three co-founders, we are geeks, nerds and poets. We are always trying to stay ahead of these cultures and worlds, thinking about how they can be combined to create something new for the brand. We use our knowledge from the video game mod culture and encourage the creative community to be more creative.
Z: RTFKT is more than a brand. We’re building a new culture, and the community is the backbone of our brand.
BP: We simply do what we feel is right and what we love. There is no secret formula, because everything we do here is new to the NFT world, and you can never know what the real result will be. That’s what makes it fun: you get to create truly pioneering concepts, products and ideas with a great team and a great community.
What value addition is RTFKT doing with its other projects?
Z: Everything we do is a step-by-step process. All of our projects are born out of big visions of future potential. We are in a position to break traditional norms and be creative.
BP: We’ve been working on key brand collaborations with some of our favorite brands and people to create NFTs and physical collectibles that extend the RTFKT forging mechanics, opening up new wearable categories for our clones and avatar ecosystem.
Z: We have recently been working to create a bridge between digital and physical products using NFC technology combined with NFTs. We have a number of drops that will pave the way for us to see fashion evolve in this area of Web3.
CL: In addition to these innovative projects, we continue to go back and build on our previous projects. All IPs are important! Like video game studios, we go back and update and add new features to all our previous drops and make sure everything ties together.
“There are no borders in the metaverse. The people and the market will decide if you make it. – Benoit Pagoto
What do you think is a “reasonable boundary” to allow fashion to enter the Web3 space while simultaneously protecting Web3 brands and artists who want to build without boundaries?
CL: Be kind to creators! Creators are there to help build your brand, and the brand and creator should feel like they coexist. In other words, use IP to create their own brands and products within the ecosystem. By learning to adapt, these legacy brands can help their creators build on them. You help, they help you.
BP: As long as older fashion brands understand, not just about them and their quarterly results, but about really empowering your community — it’s going to be good for the entire ecosystem. There are no borders in the metaverse. The public and the market will decide whether you do it or not.
How do you feel about the biggest challenge RTFKT is currently working to overcome?
BP: The main challenge is keeping the team relatively small and keeping track of the volume of business and incentives we generate. RTFKT is a new brand, and Web3 is a new way to think about the combination of creativity, community and business. This requires us to have a team with diverse skills from different industries and backgrounds – from gaming, hospitality and collector services to industry economists. Forming, assembling and growing our team of misfits is a challenge in itself, but that’s one of the best parts.
What do you think the fashion industry is still missing when it comes to the “virtual sneaker” market?
Z: Similar to traditional sports shoes and fashion, I think it comes down to utility. Customer needs that don’t embrace or evolve culture will die. At RTFKT, we’re building on our experience in traditional sneaker and fashion backgrounds. However, we are rethinking the final process in a way that fits with our vision for the future.
CL: A lot of other projects are getting FOMO seeing a lot of publicity around Web3. You don’t want to look old compared to everyone else, and you’re recklessly jumping around trying to get press coverage. These companies need to study and understand gaming culture, internet culture, and really know how to create differently in the space. It’s too early; There is room for many good ideas. For a long time, the industry needed something new – from movies, music and fashion. Web3 is that new opportunity for all these industries to come in and build something new together, and there’s plenty of time to build.
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