9dcc, recognized as the first onchain fashion label, announced its closure on May 27, 2025, attributing the decision to ongoing challenges in the web3 and luxury markets.
This shutdown highlights significant struggles within the web3 fashion industry, underscored by previous closures such as RTFKT and Y/PROJECT, raising concerns about the viability of blockchain-integrated fashion.
9dcc’s Web3 Ambitions Face Market Reality
The announcement from 9dcc pointed to “headwinds in web3 and softness in the luxury market” as primary reasons for closure. The brand, launched with celebrity endorsements, aimed to disrupt fashion with blockchain technology.
The company’s CEO, a self-described futurist, led efforts to position 9dcc at the intersection of technology and fashion. Despite efforts and celebrity support, 9dcc failed to achieve lasting market traction.
Onchain Fashion Struggles Amid Limited Demand
In the absence of official financial data, the closure reflects broader challenges faced by companies trying to merge traditional luxury with blockchain technology. Market analysts suggest the demand for onchain fashion has not met expectations.
The shutdown results in a critical reflection on digital fashion’s future viability. Similar brand closures, such as RTFKT, illustrate broader industry struggles. Analysts underline the importance of evolving market strategies amid technological shifts.
Web3 Fashion Failures Prompt Industry Rethink
RTFKT’s struggle preceded 9dcc, highlighting a pattern in web3 fashion failures. Both brands contended with similar market expectations versus reality gaps. The closure signifies a needed reassessment of innovative approaches in fashion.
Kanalcoin experts indicate the need for more robust business models to sustain web3 ventures. The repeated failures highlight systemic issues rather than isolated cases, necessitating industry-wide transformative approaches for survival.
We are shutting down due to headwinds in web3 and softness in the luxury market. – 9dcc Official Announcement, 9dcc
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