This summer, the voice of "NFT is dead" often appeared in the encryption industry. On the one hand, the well-known project Azuki encountered a trust crisis, and the prices of blue-chip NFTs fell one after another. The SEC began to intervene in NFT regulation. Against this backdrop, NFT projects are being pushed to balance "depicting a new ideal vision and leading a new narrative of NFT" and "finding a suitable direction for their own development".

In the NFT market, whether a brand can have a stable and credible narrative directly affects the project's vitality. As the leader in the NFT field, Yuga Labs CEO Daniel Alegre mentioned in an interview with BlockBeats that "Yuga Labs was built from the beginning with the idea of ​​becoming a continuous interaction and community development, which is why it is called BAYC. When the community feels that they are not only being listened to and connected, but also that the experience will continue to evolve, they will remain enthusiastic and help build the brand."

At the recently concluded BlockBeats co-sponsored EDGE, the world's largest AI&Web3 investment summit, Matt Sypien, founder of Hape®, who shares some similarities with BAYC, shared the growth and development of Hape®. With years of experience in the Web2 art and fashion industry, Matt Sypien has maintained a stable level of artistic creativity at Hape®, conveying the true value of its brand to users.

At the beginning of its establishment, Hape® had a clear positioning - digital fashion creativity. On the one hand, the positioning of "digital fashion" itself can carry more real user participation behavior, which helps to achieve stable community development; on the other hand, through cooperation with many well-known brands, Hape® has gone further and further on the road of becoming an explorer in the forefront of digital fashion, making NFT accessible to more audiences.

Hape® is a 3D NFT fashion brand featuring monkeys wearing modern trendy clothing. It once ranked first in the 24-hour trading volume ranking of the world's largest NFT secondary market, OpenSea. Within a week, it achieved 1549 sales and 14067ETH in sales revenue. Currently, its trading volume has reached 200 million US dollars.

Previously, the Hape® brand had gained recognition in the industry through collaborations with Italian fashion giant Diesel and unique digital art pieces. Hape® was incubated by Digimental Studio, a well-known 3D art studio. On May 24, 2023, Vertex Labs (Vertexlabs.uk), a global leader in metaverse, Web3, and AI infrastructure, announced the acquisition of Digimental for $12 million. The two will work together to develop the 3D metaverse platform LightCycle, making Hape® "the preferred destination in the fashion universe" and providing community members with unparalleled access and experiences in the Web3 field. Recently, Hape's collaboration with Jagermeister was announced as a finalist in two categories for this year's Lovie Awards: BEST PARTNERSHIP and BEST ART AND MUSIC.

At the EDGE Summit, BlockBeats interviewed Hape® founder Matt Sypien to discuss the development of Hape® and his insights on the industry.

Hape® brand philosophy: Authenticity, Creativity, and Community Cohesion

BlockBeats: First, please introduce yourself, including your career experience and your work experience before creating Hape® NFT.

Matt Sypien: I am Matt Sypien, a digital artist in the Web3.0 field, currently serving as the CEO of Digimental Studio and the creative driving force behind the Hape® project. My professional journey in the creative field has spanned over 20 years, during which I have worked at a series of well-known advertising agencies and production companies, including R/GA, AKQA, BBH, and TBWA. In addition, I had the honor of serving as the Art Director of Framestore Labs, a BAFTA and Oscar-winning creative studio. Over the past 25 years, I have accumulated rich experience in design, creative and art direction, witnessing the transition from Web2 to Web3.0.

I have been working closely with my team to shape the future. My diverse portfolio of brand investments includes many globally renowned brands such as Nike, Beats by Dre, Chelsea Football Club, Jordan Air Force, Adidas, Lacoste, MTV, Jaguar, Rolls-Royce, and more. Prior to venturing into the Web3 space, I also served as the design director for The Economist magazine. Now, I am deeply involved in the Web3.0 field and hope to shape the future of digital art and fashion through Hape®.

BlockBeats: Can you describe in detail the background and motivation behind the establishment of the Hape® brand? Additionally, what is the brand philosophy of Hape®?

Matt Sypien: Against the backdrop of the digital renaissance and the rapid development of NFTs, I realized that this was a unique opportunity to combine my design expertise with my passion for gaming and street culture. This discovery gave birth to Hape®, a leading brand in trendsetting, norm-defying, and revolutionary digital fashion. Hape® stands at the forefront of the digital fashion revolution, attracting audiences from around the world with its pioneering approach and collaborations with industry giants such as Diesel.

Essentially, Hape® embodies the ideas and philosophy rooted in authenticity, creativity, and community. Our commitment is to provide an unparalleled immersive access experience in Web3, emphasizing the establishment of genuine connections within our global community. Hape® is proof of the transformative potential of digital art, with infinite creativity, making actual ownership crucial.

Hape®'s philosophy goes beyond traditional boundaries, creating a unique digital experience for users where fashion, technology, and art seamlessly blend together. We emphasize true engagement and cultivate broad and lasting relationships within our community. Through innovative storytelling, collaborative initiatives, and a passion for digital craftsmanship, Hape® continues to reshape the field of digital collectibles, setting new standards at the intersection of fashion and technology. Hape® represents not just a brand, but a creative way of life, thriving on a shared passion for innovation, authenticity, and exploration of the infinite possibilities of the digital world.

BlockBeats: Hape® has collaborated with many well-known brands, such as Diesel. What does this mean for Hape®? Does Hape® have plans to collaborate with other brands in the future?

Matt Sypien: Collaborating with well-known brands like Diesel is a key milestone for Hape®. These partnerships signify Hape®'s recognition and acceptance in the wider fashion and creative industries. Working with these renowned brands not only increases Hape®'s visibility, but also validates its unique approach to digital fashion and NFT innovation.

Looking to the future, Hape® does plan to collaborate with other brands. These collaborations are crucial for multiple reasons. Firstly, they allow Hape® to expand its creative field, exploring new styles, concepts, and technologies. Secondly, collaborating with different brands allows Hape® to reach a wider audience, cultivating a broader and more active community. Thirdly, these joint ventures open up possibilities for cross-industry innovation, pushing the boundaries of digital fashion development.

Essentially, future collaborations are crucial for the growth and development of Hape®. They ensure that the brand continues to lead the digital fashion industry and provide its audience with fresh and exciting experiences. Please stay tuned for upcoming collaborations that will redefine the intersection of fashion, technology, and art in the Hape® Fashionverse.

BlockBeats: I noticed that there are some opinions in the market that NFT is already dead. What is your opinion on the current NFT market, especially the trend of blue-chip NFT market?

Matt Sypien: The view that NFT is "dead" is a multifaceted and evolving topic. I have encountered this sentiment multiple times in bullish market trends, so I do not agree with this view.

Technology is in a state of constant growth, and it will undoubtedly continue to shape our development in the coming years. New projects are emerging constantly, and the NFT ecosystem will remain vibrant and active. Although the term "NFTs" may undergo evolution or repositioning in the future, the underlying technology is unstoppable. While use cases may change, fundamentally it is still NFT. It is important to recognize that market fluctuations and emotional changes are natural phenomena, and evaluating the market for NFTs, especially blue-chip NFTs, requires a broader perspective. Achieving mass adoption is key, as isolated emotions cannot sustain the growth of this technology.

BlockBeats: What is your opinion on Yuga Lab's Bored Ape Yacht Club (BAYC)? How can it help establish the Hape® community?

Matt Sypien: The experience of Yuga Labs' BAYC is crucial in shaping my understanding and experience in the NFT industry. I have been holding BAYC183 and witnessed the growth of the BAYC community, which also reflects my belief in the long-term potential of NFTs. The success of BAYC embodies the power of creativity and community engagement.

My participation in the BAYC community has inspired me to create a sense of belonging within Hape®. I also actively share my experiences within the community and introduce Hape® to its members, leveraging the common pursuit of self-expression and uniqueness that exists in the NFT field.

As a digital fashion brand tailored for the Web3.0 community, the emergence of Hape® perfectly aligns with the spirit of NFT. By providing a platform for individuals to express themselves, Hape® represents the natural evolution of digital art and collectibles. My journey with BAYC deeply influenced my commitment to Hape®, promoting growth and vitality in both communities.

BlockBeats: Pudgy Penguins has been very successful selling its IP products on Amazon. Does Hape® have similar plans to focus on the Web2 market?

Matt Sypien: Although Pudgy Penguins has made some progress in the Web2 market, Hape®'s focus remains on the high-end digital fashion field in the Web3 space. We take pride in being at the forefront of digital fashion innovation. While we recognize opportunities in Web2, our strategy remains true to our unique positioning, and our upcoming high-quality clothing line showcases our commitment to the essence of the brand. The fusion of digital fashion and physical products allows us to explore new revenue streams while maintaining our high-end positioning. Our approach reflects our commitment to the community and brand evolution, ensuring seamless integration between physical and digital domains.

BlockBeats: How do you view the development of Bitcoin NFTs? And what is your opinion on SEC's regulation of NFTs?

Matt Sypien: The development of Bitcoin NFT represents the fusion of two influential forces in the world of cryptocurrency. By combining the inherent uniqueness of NFTs with the powerful performance of the Bitcoin blockchain, this innovation has opened up new possibilities for ownership and creativity of digital assets. Although still in its early stages, Bitcoin NFTs have the potential to connect communities and attract a wider audience to the NFT space.

As for the SEC's regulation of NFTs, this reflects the increasing recognition of NFTs as legitimate assets. While rules are crucial for investor protection and market stability, finding the right balance is essential. Clear guidelines can provide market participants with a sense of security, foster trust, and encourage responsible innovation within the NFT ecosystem. As the regulatory environment evolves, the industry needs to adapt to ensure that NFTs continue to thrive as a transformative force in the digital economy. We also need a clear set of rules to understand how to move forward and comply with laws and regulations.

BlockBeats: The last question, how does Hape® view the development prospects of the Asian market? Do you have anything to say to Chinese users?

Matt Sypien: Hape® is confident in the potential of the Asian market, especially after our participation in the EDGE Web3, Artificial Intelligence, and Investment Summit held in Hong Kong. After being acquired by Vertex Labs CEO Ander Tsui, we are committed to expanding our influence in Asia. With our merger, Hape® 2.0 will continue to advance in the LightCycle Metaverse, shaping the digital frontier and creating style for the new generation.

For our Chinese users, thank you very much for your enthusiasm. We are honored to join this vibrant community. Hape® is committed to bringing you innovative digital fashion and NFT experiences, and we look forward to colliding with your creativity to create unique and passionate collaborations. We look forward to staying with you at Hape®, providing you with exciting development tailored to you. Hape® loves you. We are working with well-known Asian brands to develop IP and will make breakthrough progress in the fields of movies and games in the future.

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