Dolce & Gabbana Sued for 97% Value Drop-in Metaverse Outfit NFTs


  • Dolce & Gabbana USA is sued for alleged mishandling of metaverse NFT delivery.
  • Plaintiff claims significant financial loss and delayed benefits.
  • The case highlights risks and volatility in the NFT market.

Dolce & Gabbana USA is embroiled in a legal battle after a customer claimed significant losses from a metaverse NFT purchase. The lawsuit, filed Thursday, alleges that the NFTs sold by the Italian fashion house lost 97% of their value due to delayed and undelivered promises.

The fashion giant initially sold the NFTs on Ethereum, offering a range of digital, physical, and experiential benefits. These benefits were meant to enhance the value of their DGFamily NFTs, including access to exclusive events and physical products. However, according to the complaint, Dolce & Gabbana failed to deliver these benefits on time. The digital outfits arrived 20 days late and were only usable on a metaverse platform with minimal users.

Plaintiff Luke Brown, who claims to have lost $5,800 on the NFTs, is leading the lawsuit on behalf of others affected by the alleged mishandling. Brown’s complaint asserts that even after the delayed arrival, token holders waited another 11 days before using their NFTs. This delay was due to the company’s failure to secure approval from the metaverse platform beforehand. Brown accuses Dolce & Gabbana of a pattern of promising products and then abandoning the projects and communities they vowed to support.

The lawsuit also targets the NFT marketplace UNXD, making it a party to the legal action. This case comes amid a period of slowed growth for the NFT market in 2024. While there has been a 41% increase in marketplace value compared to 2023, this growth is modest compared to previous years. Despite some high-profile sales, such as CryptoPunk 3100 fetching $16 million in March, many NFTs have seen a decline in value.

In conclusion, the Dolce & Gabbana lawsuit underscores the volatility and risks associated with the NFT market. As buyers navigate this emerging digital landscape, the case highlights the importance of transparency and timely delivery in maintaining consumer trust.