The digital fashion landscape is expanding with the recent collaboration between renowned musician Pharrell Williams and athletic wear giant Adidas, who are offering an exclusive line of digital clothing designed for holders of Doodles Non-Fungible Tokens (NFTs). This move symbolizes the evolution of Doodles from its initial profile picture (PFP) roots on Ethereum into fully customizable avatars, courtesy of the newly launched Doodles 2 Character Builder within The Stoodio app for NFT holders.

This significant stride forward has been catalyzed by Pharrell Williams and Adidas, making the launch of Character Builder an even more monumental event. The revolutionary platform allows Doodles NFT holders to modify their avatar’s clothing and attributes, offering a comprehensive full-body avatar customization experience.

In conjunction with the Character Builder’s launch, Doodles has announced the forthcoming distribution of a ‘Pharrell Pack’ via an airdrop. This exclusive pack encapsulates digital apparel inspired by musician Pharrell Williams, featuring items from fashion brands that he has either founded or collaborates with.

Pharrell’s Pack includes digital Doodles wearables from Adidas, Human Made, Billionaire Boys Club (BBC), and Ice Cream. In addition to the digital wearables, each pack encompasses a token which can be exchanged for an exclusive physical garment.

The production of the Pharrell Pack is limited to just 300 units, which will be distributed freely to Doodles holders who meet specific eligibility criteria. According to the Doodles project’s official website, prerequisites include the ownership of an original Doodles NFT and the utilization of the Dooplicator NFT to create digital clothing. If the number of eligible participants exceeds 300 by the determined cutoff date, a lottery will be conducted to select the recipients.

While Joe Ranzenbach, Doodles’ Head of Product Management, refrained from confirming whether these brands would release standalone digital clothing for Doodles or engage in future collaborations, he indicated that Doodles has an extensive array of brand partners queued up for forthcoming drops.

Some of the items in the Doodles 2 Pharrell Pack drop. Image: Doodles

Pharrell Williams, globally renowned for hits like ‘Happy’, has been associated with Doodles since June 2022, when he assumed the role of the startup’s Chief Brand Officer. Julian Holguin, Doodles CEO, described Williams as an “integral” part of the project and a consistent influence on the burgeoning brand during last November’s WebSummit.

Ranzenbach provided a brief demonstration of the Doodles 2 Character Builder tool to Decrypt, highlighting the range of customizations and animated clothing that users can apply. Although Doodles initially debuted on the Ethereum blockchain, Doodles 2 and its associated apparel are minted on the Flow blockchain.

Ranzenbach elaborated that when users equip their Doodles 2 avatars with apparel, the avatar NFT technically “owns” the apparel assets at the blockchain level. This suggests that users can sell their fully-equipped avatars as a complete package, with all associated items bundled together.

A screenshot from the Doodles 2 Character Builder tool. Image: Doodles

This feature might prove beneficial as Doodles users potentially accumulate a full set or outfit from a specific brand, which they can then sell as a complete ensemble on the avatar, or alternatively, style a unique look and resell it on Gaia’s secondary Flow marketplace.

Ranzenbach further proposed that Doodles avatars accumulating unredeemed rewards in a play-to-earn game could be traded with all of those assets bundled in. As metaverse games and platforms start supporting Doodles avatars following the Character Builder launch, it’s plausible that more use cases may emerge. Doodles’ plan to make its characters multi-chain introduces even more exciting possibilities.