![]() ![]() The brand is digital-first, starting with 3D animations sold as NFTs. It’s more fitting than Instagram or TikTok, says founder George Yang, who spent time as a designer at brands including Theory and Costume National, because of Cult & Rain’s NFT tie-in. To build hype around the upcoming presale, the brand turned to Discord, the six-year-old platform that started with gamer chatrooms. The brand’s sneakers are made only after they’re purchased, encased in premium packaging designed to act like a trophy case as well as a shoebox. Luxury sneaker startup Cult & Rain is holding its first official presale for the brand’s Italian-made shoes, valued at more than $1,200, in February. ![]()
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