Mixing reality with the Metaverse: Fashion icon Phillip Plein goes crypto

How can fashion and crypto mix in a practical yet innovative way so that even Phillip Plein’s mother can understand crypto and NFTs?

In an attempt to bring the fashion industry into new innovations and trends, many brands are entering the cryptoverse to test out the waters. Fortunately, the crypto industry has its arms wide open, ready to accept the fashion world and grow.

One fashion designer who has recently started dipping his toes in the crypto world is Philipp Plein. He participated in Decentraland’s Metaverse Fashion Week, showcasing a collection alongside Dolce & Gabbana, watch company Jacob & Co and many others who joined Decentraland in an attempt to bring fashion and the Metaverse together. During the show, Plein used the skull that is so apparent in his brand to not only present the models but showcase his work.

Cointelegraph stopped by the launch event for Plein’s new Museum of NFT Art concept store, which brings his brand into the crypto industry and showcases how it plans to take a fashion-forward approach to crypto — in style and in the heart of London. 

His crypto start

It wasn’t just Metaverse Fashion Week that got Plein into crypto. In 2021, something sparked within him. “There was no built plan. It was just everyone was talking crypto, everyone was saying it was cool, and it was happening. I didn’t have any vision,” the designer told Cointelegraph.

Regardless, he discovered that his vision was to help people like his mother understand and participate in the crypto industry — but to make it high fashion and ensure that it’s truly accessible for everyone.

Plein first started accepting crypto in his online shops, but the payment option was soon introduced to the brick-and-mortar stores around the world as well, allowing anyone to take advantage of the new technology. Garments in the stores have QR codes that, when scanned, direct the prospective buyer to a website that shows how much they cost in British pounds, Bitcoin (BTC), Ether (ETH) and TerraUSD (UST), among the other accepted cryptocurrencies.

When asked how exactly the brand organizes 25 different cryptocurrencies plus the local currency, Plein told Cointelegraph that “We’ve developed a very complex way to do it. Every 10 minutes, we update the exchange rate on the website. So, if you go on the website and click on the sneaker to know the price, every 10 minutes you will get an updated price. So, we are getting really close to the actual price of the moment.”

But what if you want to return the product and the price of Bitcoin has increased? Plein has come up with a solution. “If you want to return it in a month or two, we will give you the same value of what you spent in the currency in the country you live in. For example, if you buy this for 100 pounds, which is 1 Ether, and in three months ETH goes up, you will get 100 pounds back.”

Plein wants to make the onboarding processing easier. As such, the offline stores cultivate an environment where everyone can learn about crypto through an application developed by Plein and his team. Sales associates are there to answer questions and provide insight on how Philipp Plein and crypto are a match made in fashion, bringing everyone interested into the crypto community without any of the intimidating parts. Plein added:

“I have to make it accessible for my mum, so that is my vision and my mission.”


The event was put together to celebrate the opening of the Museum of NFT Art, or MONA. On the third floor of Plein’s London shop, he invited guests to view a presentation of his nonfungible tokens. He showcased NFTs of monster figures along with screens that displayed his products. Here and in his stores, Plein wants to be “the one who makes you own your first NFT.”