The Ultimate Guide to inBetweeners: Everything You Need to Know
You’ve no doubt seen the popular bears on NFT Twitter and Justin Bieber’s Instagram. But what are the inBetweeners?
With a limited series of 10,777 tokens on the Ethereum blockchain, the inBetweeners project is on a mission to bridge web3 and high fashion to redefine luxury in the digital age by partnering with globally recognized brands and notable personalities.
At the forefront of this creative venture is Gianpiero, an acclaimed artist celebrated for his contributions to Drew House, whose distinct artistic flair can be seen in each of the collection’s unique pieces. The inBetweeners NFTs are not merely collectibles; they serve as tickets to exclusive events and IP licensing opportunities, promising holders not only aesthetic value but also a stake in a burgeoning ecosystem.
As the inBetweeners brand extends its reach into global luxury boutiques and premium retail spaces, it aims to champion a new era of digital ownership and style, ensuring its holders are woven seamlessly into the very fabric of its expansive, fashionable ambitions.
Minting on June 28 via OpenSea, inBetweeners’ latest collaboration with Juventus exemplifies the brand’s strategic partnership approach. Featuring three tiers aimed at different fan segments, the collection promises to put web3 front and center for the storied football club’s devoted following.
Ready to dive in? This Ultimate Guide will lay out everything you need to know to understand inBetweeners.
The Team
The inBetweeners project was created by a trio of dynamic founders with diverse talents: Gianpiero D’Alessandro, Pavi D’avino, and Justin Bieber.
Gianpiero serves as the Creative Director, a renowned artist whose work has captivated global audiences and attracted commissions from high-profile entities like Levi’s, Snoop Dogg, and Netflix. Servine as Creative Mind & Lead Cartoonist at Justin Bieber’s fashion label, Drewhouse, his artistic vision underpins the distinct visual narrative of the inBetweeners.
Alongside him, Pavi D’Avino, an Italian lawyer-turned-entrepreneur, assumes the role of CEO. Recognized in Forbes 30 Under 30, Pavi’s transition from law to the luxury fashion industry is marked by his co-founding of the successful brand Throwback, now featured in over 30 department stores worldwide. His experience in luxury fashion has been crucial in guiding the inBetweeners’ strategic direction in the competitive luxury market.
“I started making art when I was very young,” recalls Gianpiero. “I have always thought of using art to enter a different reality where everything is happier I really like designing objects that bring back my childhood, one of these is the bear that has always accompanied me in my growth. When I was little I liked to hug my bear to feel safe and happy. With this project I would like people not to feel alone and I like to be able to give comfort using images that are a source of happiness for me. Everyone deserves to be happy and loved and this is my help to whole community. I’m trying to create a place where love is at the center of everything. All you have to do to not feel alone is to enter this community”
“The team came together from the very first moment when we collectively discovered the meaning that the bear could hold for each of us,” says D’Avino.
Regarding Bieber’s involvement, D’Avino notes that the superstar had never intended to make the project about him, but rather, envisioned it as a separate platform to advance the artwork and shared values that lie at the heart of many of his projects.
“The biggest misconception about the brand is the belief that everyone expected something directly from Justin Bieber,” says D’Avino. “People forget that Justin co-founded the brand and helped us spread our shared values and the pillars of Gianpiero’s art. This is what inBetweeners and the whole project truly stand for: values and art. Behind the brand is an amazing team, supported by Justin in spreading its vision, but never coordinated by him.”
Learn more about the inBetweeners team here.
The Launch
Launched in December 2021, the inBetweeners NFT collection features 10,777 uniquely generated bears residing on the Ethereum blockchain. As the artistic creation of Naples based- artist Gianpiero D’Alessandro, each bear boasts over 150 distinctive traits with various rarities and community tie-ins.
Among the collection are 86 special edition bears, including notable pieces like the “Spider Bear,” given to Tom Holland, and the iconic “Teddy Bear,” which appeared on Justin Bieber’s Instagram for more than a year and a half. These unique bears are integral to the broader inBetweeners universe.
The project’s engaged community includes high-profile members such as pop star Justin Bieber, who owns more than 28 bears. The community also features other celebrities and notable creators like Hailey Bieber, Kid Laroi, and Rory Kramer, showcasing the widespread appeal and cultural significance of the inBetweeners collection.
“The inspiration behind inBetweeners is drawn from the meaning behind the teddy bear,” explains D’Avino. “The bear is more than just recognizable as Gianpiero’s art sign. It’s about the symbol of safeness of a bear for a kid. We have all been that kid who wants to feel safe. Our bears tell all the “inBetweeners” that they are not alone and can feel safe because we are all family.”
The Mission and Vision
With a stated aim of building the next generation’s Disney, inBetweeners is a brand ecosystem and product studio that weaves together fashion, sports, entertainment, and music with web3. The inBetweeners ecosystem is multifaceted and multidimensional, encompassing founder-led initiatives as well as community-led, founder-backed projects.
“The team and mission came together from the very first moment since we all found ourselves that the bear could have meant for all of us,” says D’Avino. “The aims and business objectives changed since we started, because as entrepreneurs we needed to adapt at business needs but the mission never changed. Create a real family in the real world that never loses its web3 nature.”
inBetweeners and Fashion
Fashion lies at the heart of the inBetweeners project. Not simply content to launch a merchandise line around the project, D’Avino and the inBetweeners team have their sights set on properly bringing the project’s art and ethos into the realm of high fashion.
“We chose luxury fashion for two reasons,” says D’Avino. “The first is that GP and I were already in the business. We have a decade of experience in the fashion world, with many connections and expertise. As an Italian project, fashion and lifestyle were obvious links for us.”
He continues: “The second reason is that inBetweeners, more than any other NFT project, is already well known in the real world thanks to Justin Bieber’s promotion over the last two years. Most of our holders are beginners in the NFT space and started their web3 adventure with inBetweeners as their first project. For this reason, we think fashion is an amplifier for the project. Starting from high-end luxury fashion, with the right connections and credibility, makes it easier to maintain a high standard and expand accessibility as desired. Starting from the bottom and moving up is almost impossible.”
Global Retail Presence
Drawing a stark contrast from the merchandise launched by other web3 projects, inBetweeners’ apparel line is set to make waves in prestigious department stores and boutiques such as Nordstrom and The Webster. The debut collection, inspired by “Blue,” the main character from the popular inBetweeners series, is slated to hit shelves this summer. The brand has secured partnerships with renowned manufacturer Daddato and distributor 247.it, ensuring that its presence will be felt in stores for many seasons to come.
A Shift to Community-Licensed Apparel
As the brand looks ahead, a major shift is on the horizon. The upcoming collection, launching this winter, will mark a transition from a traditional fashion line to a community-licensed apparel line. This new approach will feature community bears, allowing the brand to include creations from its community members. The community bears will make their debut in the Fall/Winter collection at various retailers and select boutiques. With the continued support of manufacturer Daddato and distributor 247.it, this community-licensed apparel is set to maintain a lasting presence in stores, ensuring active community participation in the brand’s growth.
Licensing and Holder Value
Licensing goes beyond mere strategy for this brand; it is a method to bring substantial value to its holders. By featuring community members’ Bears on the apparel, the brand has increased their visibility in high-end retail environments while also providing royalties from each sale. This approach creates a continuous stream of value for holders, fostering a sense of ownership and participation as the brand expands.
Custom Jewelry and Notable Collaborations
Custom jewelry has been a cornerstone of the brand since its inception. Gianpiero and Justin Bieber spearheaded this trend with the creation of rainbow diamond bear chains, while the founders sported gold bear chains. This initiative quickly caught on among the community, who expressed a desire for similar pieces. In response, Gianpiero collaborated with his jeweler friend, DPGioelli, to produce over 150 silver bear chains, which were given away to holders for free. This move has strengthened community bonds and showcased the brand’s commitment to rewarding its supporters with exclusive and valuable items.
As the inBetweeners brand continues to innovate and expand its reach, its focus remains on blending high fashion with community engagement. The strategic move to incorporate community-licensed apparel and the ongoing commitment to providing value through licensing and custom collaborations exemplify the brand’s dedication to its supporters.
Collaborations
Collaboration is paramount for the inBetweeners brand ethos, as it lies at the heart of the project’s mission to build a dynamic and multifaceted ecosystem.
By partnering with industry leaders in fashion, sports, entertainment, and music, the team aims to integrate diverse perspectives and expertise, enhancing their ability to innovate and resonate with a broad audience. Collaboration fosters a sense of community and shared purpose, allowing them to leverage the strengths of their partners while staying true to their core values. This collective approach not only drives the success of their projects but also ensures that they continue to push the boundaries of what’s possible in the web3 space, creating meaningful and lasting experiences for their community.
“I strongly believe that the brand collaborations will occupy the most of the upcoming strategy plans for inBetweeners,” says D’Avino. “Whether in fashion or web3, collaboration will be the fastest ways to increase our awareness and generate revenues having amazing EBIT results. We approach them in a very humble way. We have strong connections and (as we made for Juventus) we let them understand that a collaboration with us is such of something unique since we are the only globally recognizable Italian NFT project and we always do something that absolutely don’t overlaps with their strategy or other projects.”
Juventus
inBetweeners recently announced their collaboration with popular Italian football team Juventus, connecting the club’s diehard fanbase with web3 utility in a promising development for mainstream adoption and awareness.
inBetweeners’ latest drop with Juventus is set to mint on June 28 via OpenSea. Each of the drop’s three tiers presents a unique set of benefits, blending digital and physical experiences centered around the renowned football club.
At the Essential Tier, priced at 0.14ETH with 1,332 available, fans receive a digital collectible featuring the Candy Corn Bear against the backdrop of Turin’s iconic landmarks. The tier also includes a fan box containing a limited edition cap, scarf, and mini soccer ball, all branded with inBetweeners and packaged in a premium box. Holders will enjoy a ticket to a live Juventus game at the Allianz Stadium and gain access to the inBetweeners x Juventus Christmas parties in Milan or New York/Miami. Additionally, monthly giveaways offer the chance to meet Juventus stars and win exclusive merchandise.
Stepping up, the Elite Tier, available for 0.27ETH with 465 units, includes a digital collectible set against a green Jeep and the Mole Antonelliana. This tier enhances the offering with an exclusive Pink inBetweeners x Juventus Jersey Kit. Similar to the Essential tier, it includes the fan box and a ticket to a live game. Unique to Elite, however, is access to a raffle for behind-the-scenes tours and VIP experiences, and special party access that includes two tickets to a designated area at the same Christmas parties. Monthly giveaways in this tier promise even greater opportunities.
The most exclusive, the Black Tier, priced at 0.99ETH with only 100 available, offers a digital collectible of the Blue Bear against a luxurious black and gold backdrop. This tier includes all the perks of the Essential and Elite tiers but adds several high-value opportunities. Holders can enter a raffle to win a new inBetweeners x Juventus Jeep Renegade and are guaranteed a VIP experience at a Juventus game, which could be VIP tickets or luxury skybox views with full hospitality. Additionally, this tier offers special access to the Juventus Training Center, VIP party access in Milan or New York/Miami, and guaranteed meet and greet experiences where fans can have their jerseys signed by Juventus stars.
Dolce & Gabbanna
In a high-profile collaboration between two Italian brands, Italian luxury house Dolce & Gabbana teamed up with the inBetweeners and UNXD to introduce the “NFT Drip Collection” in December 2022. This unique collection, available exclusively on OpenSea, consists of 2,000 digital bears, each styled in distinctive pieces from Dolce & Gabbana’s archives.
The project allowed collectors to own both a digital token and an actual garment, linking the virtual fashion experience with tangible products. Each digital bear came with a physical counterpart, offering a direct bridge between the owner’s online presence and real-world fashion collection.
“An exclusive GianPiero and Dolce & Gabbana collaboration has been nearly 10 years in the making,” said Stefano Gabbana, Dolce & Gabbana co-founder and designer, at the time. “We’re excited to bring it to life through the inBetweeners x Dolce & Gabbana & UNXD Drip Collection. With physical and digital collectibles, the Drip Collection introduces a new era in the world of luxury fashion and art that spreads peace, love, and happiness around the world.”
The launch has not been without some controversy though, as Dolce & Gabbana is facing a proposed class action lawsuit for allegedly violating federal securities laws in relation to the project.
Highsnobiety
In December 2022, inBetweeners partnered with fashion media platform Highsnobiety on the release of its “Famiglia Hoodie,” designed by Gianpiero and manufactured by the same people who produce for Alberta Ferretti. Buoyed by Gianpiero’s network of celebrity and influencer friends, the hoodie gained popularity and traction across social media platforms.
Rebase
Earlier this month, inBetweeners announced its collaboration with Rebase, an innovative AR adventure app that uses geo-technology. This collaboration enables users to discover Blue in the real world and potentially win free Essential or Elite tier NFTs. More details on the partnership are forthcoming.
Events
Events have marked an opportunity for the inBetweeners community to bridge URL to IRL and create unique moments for its community.
One standout was the Coachella 2022 after-party hosted by inBetweeners in collaboration with Dolce & Gabbana. The event took place at the exclusive Merv Griffin Estate in the Coachella Valley, accessible only by shuttle, and was a highlight of the year’s social calendar. The two-night celebration, running from 11 pm to 4 am, offered attendees, especially bear holders, a unique opportunity. Those holding more bears had improved chances in a raffle to win VIP access to this invite-only gathering.
The event’s first night was marked by a serendipitous appearance from Justin Bieber, who, following a surprise performance at Coachella itself, attended the party with notable friends including Hailey Bieber and Kendall and Kylie Jenner. His spontaneous shoutout to “inBetweeners” upon noticing a sign, and subsequent interactions where a bear holder commented on the softness of his hands, added a personal flavor to the night’s revelry. The following evening, while Bieber and his group enjoyed the vibe from the VIP section, Travis Scott delivered another unexpected performance, building upon the festive atmosphere. This unique blending of the inBetweeners community with high-profile celebrities created a memorable experience for holders, showcasing how the project can leverage its pop culture connections to create value.
Looking Ahead
According to the inBetweeners team, the latest Juventus collaboration is only the beginning. With future collaborations spanning fashion, sports and entertainment on the horizon, D’Avino says the future is looking bright for the project.
“For the past year, we have emphasized something absolutely huge and unique: we are truly the first web3 fashion house,” says D’Avino. “Because we have followed all the traditional steps of the luxury fashion world.”
He continues” “Our community can expect an inclusive daily experience through our various fashion steps, including IP licensing operations. We are providing a significant web3 boost without straying from our core values, along with numerous physical experiences we are preparing for them. The phygital approach is the cornerstone of our business model, bringing value to all 10,777 bears in our OG collection and giving back love to the holders who have believed in us from the very beginning.”