Christie’s is honored to partner with mmERCH for the Web3 generative fashion brand’s exclusive launch of their second drop: the mmERCH Seedphrase Collection. Founded in 2022 by Colby Mugrabi, mmERCH is tech-enabled fashion. Leveraging generative design and blockchain, mmERCH creates Neo-Couture – collections of luxury apparel where each item is 1/1/x, a singular design linking art and fashion across the digital and physical worlds.

The mmERCH Seedphrase Collection of 322 unique algorithmically generated hoodies is inspired by Seedphrase’s iconic 7-trait CryptoPunk #8348, the rarest of the influential 10,000-piece 2017 collection from Larva Labs. Within the collection, 22 hoodies (7%) feature “ultra-luxe” Swarovski cord ends, 20 of which are pavé Swarovski® crystals set in sterling silver, with two including pavé Swarovski Created Diamond cord ends hand-set in 14kt white gold. The remaining 300 include standard black polyester cords with silicone ends.

mmERCH: The Ultra-Luxe Five offers Christie’s collectors the opportunity to bid on five of the rarest and highest-quality items from the new collection in advance of the public sale – four with Swarovski crystals and one with Swarovski Created Diamonds. The buyer of each lot has the option to redeem their NFT for the physical hoodie shown as well as the unique artwork by celebrated AI collaborative artist, Claire Silver.

mmERCH: The Ultra-Luxe Five is open for bidding from September 25 to October 2 at 10 AM EST. Please note mmERCH is a Christie’s Ventures portfolio company.