Gap has launched its first collection of non-fungible tokens as it looks to reach new customers in a rapidly evolving digital ecosystem.

As part of a gamified digital experience, customers are given the opportunity to own a limited edition, collectible Gap hoodie.

For this release, Gap is collaborating with Brandon Sines, the artist behind Frank Ape, for a limited edition drop with additional drops being made available over the next few weeks.  The digital collectibles will be available on a first come, first served basis.

Gap said this first venture will enable it to learn more about how customers want to engage in a digitally led world.