Inside mmERCH’s Generative Hoodie Drop with Seedphrase, Swarovski Crystals and Claire Silver

What happens when you fuse tech-enabled hoodies with one of the rarest CryptoPunks? For Colby Mugrabi, founder and CEO of the neo-couture brand mmERCH, it’s a next-level luxury streetwear drop destined to impress web3’s most enthusiastic collectors.

From September 25 to October 2, mmERCH is collaborating with Austrian crystal company Swarovski and digital artist Claire Silver on a collection of hoodies inspired by Punk #8348, the only CryptoPunk with seven traits. Daniel Maegaard, known by his alias “Seedphrase,” owns this iconic Punk. He’s an art collector and investor, who Mugrabi describes as a “dear friend” with a deep connection to luxury and physical art.

Since buying Punk #8348 in May 2020 for just under $18,000, Seedphrase has popularized the avatar’s image as part of his personal brand. He’s even been known to don a life-size mask of the Punk and DJ in character alongside Steve Aoki …