Navinder Nangla

Navinder Nangla × END.: Three in four garments became a verified entrant. Zero fraud.

A street artist’s first drop, sold only at END. Soho. The tag in each tee turned a collector into a contact.

Solution: Products
Category: Connected fashion
Location: London and Paris
Timing: February 2025
Tags used: Garment tag
Status: Ended

Garment tag

Headline result

75%

of garments became a verified entrant

Stocked at

Painting the Londone Fassion Weak window at END. Soho

The crowd outside END. at the Londone Fassion Weak window

Navinder Nangla in the Fassion Weak knit

The brief

Navinder Nangla’s misspelt slogans have become emblems of fashion week in London, Paris and Milan. Moving from walls to product for the first time, with a debut capsule and an END. tee, he was about to gain a customer base he had no way of seeing.

Two phases

The showroom
A working demo in his Paris Fashion Week showroom with Feels Agency: buyers tapping garments before a single unit shipped.
Retail
100 limited edition tees, sold only at END. Soho, each carrying a tag that opened a raffle entry in the browser.
Built to be checked
Phone based deduplication, consent timestamps, and a free draw structured under the Gambling Act.

What we learned

81% of entries arrived on one day: the live window painting at END. Soho. After that they trickled, then stopped. The garment sat in the shop and the tag worked the whole time; what ran out was the reason to look. A connected product converts attention that already exists. The tag is half a system; the other half is a calendar.

The result

100 garments, 75 verified entrants, zero duplicates. 49.3% opted into marketing: a usable list from a first drop. 75 unique Instagram handles, every one a real person. Fraud check clean across phone, email and handle.