t3n: Scene star builds an exclusive metaverse for sneaker fans

Flowers for Society wants to revolutionise e-commerce with pre-order sneakers and an NFT community. Can founder Till Jagla achieve this?

Till Jagla, 41, is one of the best-known figures in the German sneaker scene: seven years at New Balance, then eleven years at Adidas, most recently as “Head of Energy“, where he was responsible for nothing less than making the traditional German brand cool. If anyone has a plan for the scene, it’s him. This year, after a long period of planning, Jagla decided to go it alone: new brand, new shoe, new home. With “Flowers for Society“, Jagla wants to shake up the industry and write sneaker history – stored on the blockchain. The young Hamburg-based company has already launched its first product: a futuristic-looking sneaker that is currently available for pre-order in a limited edition “in the mid four-figure range”. The shoe costs €199.99 and comes with an NFT that gives buyers access to the “Garden of Comfort”, a closed community of fans and collectors. We spoke to Till Jagla about his vision for his new sneaker metaverse.

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