Deadstock T-Shirt from boo.com’s 2022 “Proof-of-Fashion” Web3 Competition Show + Booklet

Shirts from boo.com's failed web3-metaverse reality show, ‘Proof-of-Fashion’. AR code does not function (app decommissioned in 2022). 60 available. Each shirt includes a booklet covering the history of boo.com from 1998 to 2022 produced by LMX Unlimited.

boo.com was a Web 1.0 fashion e-commerce startup whose dramatic implosion in 2000 directly lead to the catastrophic dotcom bubble collapse. The trademarks and legacy of boo.com would be variously claimed and contested for twenty years until its ultimate successor, boo.com, was forced out of business in the wake of the FTX liquidity crisis. A crypto-cum-NFT business, the final iteration of boo.com had secured an exclusive partnership with FTX, Meta and Vogue Digital Horizons to launch ‘Proof-of-Fashion’ the worlds first ‘phygital’ NFT augmented reality fashion design competition in the Metaverse. Despite the bluechip partners, the crisis-prone landscape of Web 3.0 proved boo.com’s undoing and the show, fully produced and ready to broadcast, was never aired. LMX Unlimited endeavored to reconstructed the fractured history of boo.com as defined over the years by the omnipresent mascot ‘Miss Boo’ and striking signature orange color. In undertaking our research, we discovered these T-Shirts, the only physical evidence of boo.com’s ‘Proof-of-Fashion’. Each T-Shirt features a unique machine readable code that was meant to be linked to an NFT garment, accessible only via the boo.com app for AR outfitting in the real world and avatar costuming in the metaverse. Unfortunately, midway through production, ‘Proof-of-Fashion’ was cancelled and, soon afterwards, boo.com collapsed. As of 2026, the app and associated digital infrastructure does not function. Working with the former ‘Proof-of-Fashion’ contestants, LXM Unlimited has made these relics from the wild heyday of Web 3.0 available for sale. An artifact of the proliferation ‘boo.com’s’ over the years, these shirts were something of a legal repository, featuring logos and icons of various companies and DAOs as required by the complicated jurisprudential maneuvering preceding what was supposed otherwise be a major economic opportunity for every player in the 25 year boo.com saga.

Through original interviews and archival research, LMX Unlimited has prepared a narrative dossier included with each shirt that tracks the trademark from late 90’s Silicon Alley to 2022’s Metaverse.

This project is made possible by the DRKFRST platform, which enables collective creativity by providing a trust-free system for managing the fair distribution of profits to all participants in an antagonistic prisoner’s dilemma.

Released via DRKFRST, profits from this project are automatically split between the members of LMX Unlimited and the six contestant whose personal allotments of T-Shirts are being sold:

Yulia Skumin Emilie Rush Gunnar Mertz Nick Duberman Biggio d’Este Anastacia Müller

In the process of fact checking and finalizing this product, several participants contacted in earlier stages of research revealed that they felt mislead, assuming the goal of our project was journalism, rather than a product or commodity. In light of concerns raised, we have further split the profit of this project between, in addition our original collaborators.

1. Jason Silacas 2. ExBOO (formerly booDAO) 3. RealBooDAO 4. FixxDAO (fund for victims of FTX) 4. Fifth Turning (Current owners of booNation and all related digital assets) 5. boo2 (Tom Grosse’s recently announced venture)