Since its launch in May 2022, Bored of Directors has rapidly evolved from a niche NFT intellectual property to a global force in fashion merchandise, blending the digital and physical realms worlds.
Courtesy of Bored of Director
Bored of Directors is an innovative brand that began as a concept in the NFT world. This streetwear brand redefines the intersection of digital art and physical fashion with familiar iconography. Since its launch in May 2022, the brand has rapidly evolved from a niche NFT intellectual property to a global force in fashion merchandise, blending the digital and physical realms worlds.
Bored of Directors is an innovative brand that began as a concept in the NFT world. This streetwear brand redefines the intersection of digital art and physical fashion with familiar iconography. Since its launch in May 2022, the brand has rapidly evolved from a niche NFT intellectual property to a global force in fashion merchandise, blending the digital and physical realms worlds.
The inception of Bored of Directors came from NFIP Holdings, LLC, which was established as the first international NFT intellectual property holding company, according to a release. The brand filed for trademarks in multiple classes and signed its first license agreement by June 2022. Over the next several months, the brand’s influence expanded significantly, with seven sub-agents representing the company across key global markets including Australia, the UK, and China.
Bored of Directors has rapidly evolved from a niche NFT intellectual property to a global force in fashion merchandise.
Courtesy of Bored of Director
By November 2022, Bored of Directors’ founder, Alex Locke, was recognized in License Global’s Influential report and discussed the brand’s success at the Brand & Licensing Innovation Summit. Within just six months, the brand had secured 12 global agents and 18 licensees across over 40 countries, partnering with top licensees such as Bioworld and Just Funky, as well as retailers like Walmart.
Alex Locke details his approach, “Drawing parallels between these past subcultures and the emerging NFT scene, I realized that just as punk, skate, and hip-hop cultures had to balance maintaining authenticity with achieving broader commercial success, so too would the world of NFTs. For instance, the raw, anti-conformity ethos of punk rock spawned an entire industry of band tees and merchandise, now ubiquitous. Skate culture birthed iconic brands like Supreme and Thrasher, initially insider symbols but now staples in global fashion retail.”
Bored of Directors has rapidly evolved from a niche NFT intellectual property to a global force in fashion merchandise, blending the digital and physical realms worlds.
Courtesy of Bored of Director
He continues, “Similarly, rap and hip-hop revolutionized not just music but also drove extensive commercialization through albums, concerts, and merchandise, fundamentally shaping both the music industry and fashion.”
In June 2023, Bored of Directors received a nomination for Best Licensed Brand in the Digitally Native, Gaming, NFT category at the Licensing International Excellence Awards. The brand’s growth continued with over 500 SKUs in development and a global retail presence that includes major names like Kohl’s, PacSun, and Amazon, as well as international partners in Europe, South America, and Asia.
Bored of Directors has rapidly evolved from a niche NFT intellectual property, blending the digital and physical realms worlds.
Courtesy of Bored of Director
With a diverse range of products, from apparel and footwear to toys, home goods, and electronics, Bored of Directors reflects the lifestyle reach that other brands possess. Retailers such as Target, FashionNova, and various international stores are among those stocking Bored of Directors products.
Founder Alex Locke, utilizes his expertise in IP and technology transactions to create a licensable NFT property that bridges digital and physical products, something missing from the early stages of meta-fashion. Balancing his role as a full-time lawyer and CEO, Locke has successfully expanded the brand while also contributing to the licensing community through speaking engagements and educational initiatives.
Bored of Directors sneaker design.
Courtesy of Bored of Director
Bored of Directors embodies “collective nonconformity,” celebrating individuality and breaking away from traditional norms – in this case, the digital norms. The brand’s characters, derived from Bored Ape Yacht Club NFTs, represent a diverse range of personalities and styles, reflecting the brand’s commitment to inspire others to embrace their uniqueness.
Not just a fashion brand, Bored of Directors a movement that redefines what it means to be cool, blending the world of NFTs with everyday fashion to create a truly unique and impactful presence in the global market.
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