Shake Shack x SXSW

Probably A Label collaborated with Shake Shack for a store and menu takeover in Austin during SXSW, pushing the envelope of how clothing, food, and technology can converge to create an immersive experience.

The event marked the debut of our first clothing piece, a garment interwoven with on-chain interactive technology, transforming it into a portal to future experiences with our label.

Interacting with the piece using a smartphone unlocks a universe of exclusive music, partner content, and privileged access to drops and events - redefining the boundaries of fashion.

The guest list was a diverse group of artists, project founders, creators, and web3 leads from notable platforms like Spotify, Google, OpenSea, Doodles, Coinbase, Binance, Hypebeast and Warner.