Despite the obstacles of merging blockchain with tangible goods, technological advancements over the past decade have positioned NFTs as a powerful tool for recording product data in a unique, immutable, and verifiable manner. Through the integration of NFC tags, QR codes, and other smart technologies, Hoken Tech has created a seamless way for brands to authenticate and track their products, revolutionizing industries such as fashion, luxury goods, and digital collectibles.

In this interview, Alfredo de Candia, CTO of Hoken Tech, explores the potential of carbon-neutral blockchains, the transformative role of NFTs in digital fashion, and how brands can utilize Web3 solutions to build trust, exclusivity, and long-term relationships with their consumers. From sustainability to anti-counterfeiting, he shares how blockchain technology is reshaping industries and why the future of authenticity lies in decentralization.

Supertrends: How does Hoken Tech leverage blockchain technology to ensure the authenticity and traceability of Italian NFTs?

Alfredo de Candia: With our CTO’s experience in the blockchain sector dating back to April 2011, we understand the challenges and past limitations of traceability, especially when integrating this technology into physical products. However, thanks to significant technological progress over the past decade, NFTs have emerged as a powerful tool for encoding product information in a unique and tamper-proof way. By integrating NFTs with complementary technologies such as NFC tags and QR codes, we ensure seamless traceability and authentication for products like clothing and accessories. This approach bridges the gap between digital assets and physical items, reinforcing trust and transparency in the market.

Supertrends: What makes the first carbon-neutral blockchain you’re using stand out compared to other blockchains in terms of sustainability and scalability?

Alfredo de Candia: From the very beginning, our startup moved towards sustainability, and this is why several blockchains were examined to understand which one to use both in terms of sustainability but also scalability, because in any case the blockchain to be "alive" needs several computers and servers turned on all day and every day, and here the consensus protocol comes into play, that is, the algorithm that determines the production and validation of the blocks, and for example Bitcoin uses the Proof Of Work (POW which is more secure but very energy-intensive) and then thanks to the incredible work of Daniel Larimer, at the time a luminary in this sector, the Delegated Proof Of Stake (DPOS) was developed where, as in a democratic system, users vote for the blockchain validators, from a variable pool of at least 65 Block Producers (BP) 21 active and the rest on standby if something happens among the first 21).From the very beginning, our startup has prioritized sustainability. That’s why we carefully evaluated multiple blockchains to determine the best choice, considering both environmental impact and scalability.Th

Blockchain networks require multiple computers and servers to stay operational 24/7, which raises concerns about energy consumption. This is where the consensus protocol plays a crucial role—it’s the algorithm that governs how blocks are produced and validated. For example, Bitcoin relies on Proof of Work (PoW), a highly secure but energy-intensive model. However, thanks to the groundbreaking work of Daniel Larimer, a pioneer in blockchain technology, Delegated Proof of Stake (DPoS) was developed.

DPoS functions like a democratic system, where users vote for blockchain validators from a dynamic pool of at least 65 Block Producers (BPs)—21 of whom are active, with the rest on standby to take over if needed. This system requires fewer machines while maintaining security. Unlike PoW, where an attack would require controlling at least 51% of the network's computing power, DPoS relies on staked cryptocurrency to secure the network.

For instance, on the EOS blockchain, each BP holds an average of 140 million EOS locked in stake. To gain control of 15 out of the 21 main BPs, an attacker would need 2.1 billion EOS, which equals the total EOS supply—making such an attack practically impossible. Furthermore, the EOS community is highly active and would swiftly respond to remove bad actors.

Thanks to this innovative model, EOS has an exceptionally low environmental impact. It was the first carbon-neutral blockchain and has now achieved climate-positive status, with over 80% of its energy coming from renewable sources. This aligns perfectly with ESG values, which are particularly significant in Europe. In line with our commitment to sustainability, we even produce our own sustainability report detailing our energy consumption.

Supertrends:  Can you explain the process of minting an NFT and how it integrates with web3 for brands looking to engage their audience?

Alfredo de Candia: NFTs, or Non-Fungible Tokens, are unique digital assets that differ from fungible tokens due to their distinctive characteristics. One key feature is the progressive ID, which uniquely identifies each NFT. Since NFTs are built on blockchain technology, their data, including the creator’s address, is mathematically secured and cannot be cloned or altered.

To create an NFT, the process begins with a smart contract. Over time, these smart contracts have become standardized. For example, Ethereum and EVM-based blockchains use ERC-721, which is the simplest form of NFT standard, while more complex variations also exist. On EOS, the Atomic Asset standard is commonly used, offering powerful features, including RAM storage—a digital equivalent of an SSD on the EOS blockchain. This enables direct on-chain storage, strengthening the link between data and its NFT.

Because storing data directly on the blockchain can be costly, a solution was developed to integrate NFT images and multimedia content off-chain. This is achieved using IPFS (InterPlanetary File System), a decentralized protocol that splits and distributes information across multiple nodes. Through a CID (Content Identifier), users can easily retrieve the exact content linked to an NFT.

For those looking to deepen their understanding of NFT creation and explore a step-by-step guide, I have written a book, "Mastering NFT – Practical guide for beginners and advanced", which covers both technical aspects and legal considerations across different continents.

Beyond being collectible digital assets, NFTs provide exclusive benefits to their owners. Since the ownership address is publicly verifiable, brands can create exclusive experiences accessible only to NFT holders. For example, a fashion brand can grant NFT owners VIP invitations to fashion shows or offer exclusive discounts reserved for verified NFT holders, creating a more personalized and rewarding brand experience.

NFTs are revolutionizing digital ownership and brand engagement. The real question is—how will you use them?

Supertrends:  What are some common challenges brands face when entering the web3 space?

Alfredo de Candia: One of the biggest challenges brands face when entering the Web3 space is understanding both the technology and the opportunities it offers. This process requires a significant investment of time and resources, as brands need to grasp the technical aspects and the advantages that blockchain technology provides.

Beyond the technical learning curve, brands must also carefully consider the feasibility and value of their Web3 initiatives. It’s essential for any project to align with the brand’s vision and strategy, rather than simply launching an NFT collection for the sole purpose of monetization.

Instead, NFTs should be used as a way to reward and engage customers, reinforcing their trust and loyalty to the brand. Even though NFTs exist in the digital space, blockchain technology grants them intrinsic value, similar to Veblen goods, which derive their worth from exclusivity and prestige.

Supertrends:  How does blockchain technology enhance the security and ownership of digital assets like NFTs, and why is this important for both artists and consumers?

Alfredo de Candia: As previously mentioned, blockchain technology provides a secure foundation for NFTs, ensuring their authenticity and protection. Smart contracts, which govern NFTs, are written directly onto this immutable digital ledger, making these assets tamper-proof. Since generating an NFT requires a real transaction on the blockchain, only the owner of the private key has the ability to execute or transfer it, ensuring exclusive ownership and control.

Additionally, smart contracts can be designed to automate the issuance of NFTs, effectively becoming self-executing entities that manage the entire process. These contracts can be pre-programmed with specific conditions, triggering actions automatically. For instance, when a user purchases an asset, they can enter a unique code into the smart contract, which will then instantly generate and assign the corresponding NFT—all without the need for intermediaries. This automation enhances both security and efficiency, making NFT transactions faster, more reliable, and completely trustless.

Supertrends:  How do you see NFTs transforming the fashion industry, particularly in terms of digital fashion or virtual wearables?

Alfredo de Candia: Many believe that NFTs have lost popularity and been forgotten, but this is far from true. There is still tremendous potential for growth and innovation in this space, as the possibilities for integration are nearly limitless.

One of the key advantages of NFTs is their permanence—they will exist forever on the blockchain. This means that owners will always have access to their NFTs, and issuers can continue to develop new use cases for them in the future. For example, NFTs can serve as digital tickets, granting exclusive access to events or services. However, one of the most exciting applications is their integration with the digital world, particularly in video games and the metaverse.

Currently, the metaverse is still in its early stages, and its development is fragmented. There is ongoing debate about whether accessing it will require VR headsets or if a simple PC screen will suffice. However, when it comes to video games, NFT integration is already feasible. Today, gamers invest in skins and digital accessories, but if a game’s servers shut down, all their purchased content is lost.

In the future, blockchain-based video games will allow players to truly own their in-game assets, enabling them to import NFTs into different gaming environments. Imagine a game like Fortnite, where players could use real-world NFT-based items to customize their avatars, creating a unique and personalized experience. Even more exciting is the fact that players would be able to trade or sell these assets, unlocking a new digital economy. This not only enhances the gaming experience but also creates new opportunities for monetization and innovation.

Supertrends:  What role do NFTs play in building exclusive fashion collections or limited-edition items?

Alfredo de Candia: Thanks to NFTs, exclusivity and true ownership are now possible. Only those who have purchased a specific clothing item or accessory can prove and showcase their ownership of the product. Additionally, NFTs allow users to digitally collect exclusive assets, creating both economic and prestige value—especially for first-edition collections or the earliest NFTs issued by a brand. In this way, the user is not just a customer but an active participant in a groundbreaking technological movement, benefiting from both status and potential future value.

Supertrends:  How can fashion brands use NFTs to create unique, long-term relationships with their customers beyond traditional retail?

Alfredo de Candia: As mentioned, the customer should be at the center of a brand's strategy, as they are its first and most valuable ambassador. To build long-term loyalty, brands must reward and engage their customers, recognizing the value they bring by choosing and promoting their products.

Unlike traditional loyalty programs, which often come with limitations and expiration dates, NFTs offer a more dynamic and lasting alternative. Loyalty points typically have no intrinsic value, require complex integrations, and can be lost if unused, making them less beneficial to the customer.

In contrast, when a brand issues an NFT for a specific purchase, the customer receives a unique and meaningful digital asset. This NFT is permanently owned, can be shared within their social circle, and even monetized if desired—adding real value beyond traditional rewards.

Another key advantage of NFT integration is product authenticity. When a product is linked to a specific NFT with a unique ID, it enhances security in the second-hand market. The NFT acts as a digital certificate of authenticity, ensuring that only genuine products can be verified. This means the brand is not only rewarding its customers but also providing a tool to distinguish authentic items from counterfeits, reinforcing trust and value in the marketplace.

Supertrends:  Are there any notable collaborations or projects you’ve worked on that merge fashion and NFTs in innovative ways?

Alfredo de Candia: One of the most exciting projects we have had the opportunity to collaborate on is the Nartist project, which holds a patent for transforming various products into art—including furniture, shirts, t-shirts, and more.

Our collaboration focused on turning these patented canvases into unique NFTs, expanding the potential of the concept globally. This process bridges the physical and digital worlds, ensuring that artistic creations can exist both as tangible items and as verifiable digital assets on the blockchain.

Looking ahead, we plan to enhance our anti-counterfeiting solutions by further integrating NFT technology. This will allow us to merge multiple verification methods and ensure greater authenticity and security for products in the fashion industry.

Supertrends:  How can NFTs help fashion brands fight counterfeiting and ensure the authenticity of their designs in the digital world?

Alfredo de Candia: First, we need to start by understanding what an NFT should contain and how it should be integrated. An NFT isn’t just a digital certificate; it can store various types of crucial information, such as documentation on the origin of raw materials, where the product was manufactured, and full traceability of the supply chain. This makes NFTs a powerful tool for ensuring authenticity and transparency, giving both brands and consumers complete confidence in the product's journey.

Next, we need to physically link the NFT to the product itself. For example, if we create an NFT with the ID 123456, this identifier can be embedded into the product’s label or tag, and the corresponding NFT is then sent to the customer’s wallet. This ensures a seamless connection between the physical item and its digital record, making it impossible to counterfeit.

Of course, for this system to work effectively, it’s essential to use public blockchains. Unfortunately, many outside the industry wrongly assume that any blockchain provides the same level of security and reliability. That’s not the case.

Public blockchains are decentralized, secure, and immutable, meaning that no single entity can alter the records. Private blockchains, on the other hand, are controlled by brands or consortia, making them vulnerable to manipulation and security risks.

Some companies try to market private blockchains as valid alternatives, but the reality is they don’t offer the same level of security and transparency. To put it simply, using a private blockchain instead of a public one is like selling a Ferrari with the engine of a moped—it might look impressive from the outside, but it lacks the power and reliability that truly matter.

Supertrends:  How can web3 technologies, like NFTs and decentralized platforms, empower smaller fashion brands to compete with larger corporations?

Alfredo de Candia: Integrating Web3 technologies into a brand comes with costs—sometimes justified, but often excessively high, making it difficult for independent fashion brands that lack the financial power to adopt these solutions.

To overcome this challenge, some brands attempt a do-it-yourself approach, creating NFTs internally and searching for solutions that fit their products. However, this requires significant time and resources, as they must research blockchain options, understand transaction fees, and navigate technical complexities.

Others choose to partner with startups like ours, which can provide cost-effective solutions that are just as good—if not better—than the expensive enterprise alternatives. Not because we are saints, but because we believe in supporting multiple smaller brands rather than focusing on a single large client. By distributing costs across multiple independent brands, we achieve the same results without burdening any single company.

While we are, of course, a startup that needs to generate revenue to survive, our larger goal is to expand and democratize this technology. Web3 is the future, and making it accessible to smaller brands will empower them to compete with larger corporations while driving innovation and improving the industry as a whole.

Supertrends:  What are some key benefits for fashion brands to embrace NFTs and blockchain technology early on in their digital transformation?

Alfredo de Candia: Certainly an immediate benefit is on the communication and marketing side, because as we said previously, integrating this technology is not simple and cheap, and those who operate with this technology reward these initiatives, because let's not forget that there are over 600 million crypto users out there ready to spend their crypto on brands and products that resonate with them, the EOS community alone boasts over 5 million users who can't wait to learn about new realities that use and integrate their favorite blockchain.

Another aspect is the security related to the product, because once the technology is integrated at the product level, from that moment on you have one less problem to solve regarding fakes, because there is no way to fake an NFT, no matter how much energy you put into it, it cannot be faked.

And obviously international expansion also benefits, this is because NFTs are visible, purchasable and exchangeable all over the world without geographical or technical limits, allowing you to reach every corner, also fulfilling the function of an international showcase, given that the brand page is created with the various information and also the various NFTs of the products that the company sells, something not to be overlooked.

Supertrends:  How does Hoken Tech’s turnkey solution make it easier for fashion brands to integrate NFTs into their business model, especially for those who are new to web3?

Alfredo de Candia: One of the most immediate benefits of Hoken Tech’s turnkey NFT solution is in communication and marketing. As we’ve mentioned before, integrating Web3 technology isn’t simple or inexpensive, but brands that embrace it are often rewarded with a strong, engaged community. Let’s not forget that there are over 600 million crypto users globally who are eager to spend their digital assets on brands and products that align with their interests. The EOS community alone has over 5 million users, many of whom actively seek out brands that integrate their favorite blockchain.

Another key advantage is product security. Once NFT technology is integrated at the product level, counterfeiting becomes virtually impossible. Unlike traditional authentication methods, NFTs cannot be faked, no matter how much effort is put into trying. This ensures that brands and customers alike can trust the authenticity and provenance of each product.

Additionally, international expansion becomes much easier. Since NFTs are globally visible, purchasable, and exchangeable, brands are no longer restricted by geographical or technical barriers. This allows them to reach customers worldwide while also serving as a digital storefront—an international showcase where users can explore the brand’s story, view product details, and interact with NFT-based offerings. This level of global accessibility and brand exposure is something no brand should overlook.

Supertrends:  Do you envision a future where fashion collections are entirely digital and traded on blockchain platforms? What would that look like?

Alfredo de Candia: We strongly believe that digitalization and blockchain integration will become the norm in the future. Ideally, every physical product will have an NFT counterpart, allowing for seamless use across various fields and industries.

Imagine a world where you can own an NFT version of a car in the metaverse, drive it to a virtual fashion store, purchase NFT-based clothing, and have the physical item delivered to your home. Or envision a scenario where you attend a fashion show in the metaverse, admire the designers’ creations in real-time, and instantly purchase their designs as NFTs.

This is the future we foresee—a world where fashion, commerce, and digital experiences are fully interconnected, offering consumers greater accessibility, exclusivity, and convenience through blockchain technology.

Supertrends:  How do you balance the creative aspects of fashion with the technical aspects of blockchain and NFTs when collaborating with designers and fashion houses?

Alfredo de Candia: The biggest challenge lies in the technical limitations of blockchain and NFTs. When working with artists and fashion houses, they often have grand creative visions, but we have to balance those ideas with what is technically possible. Our role is to guide them, explaining what can and cannot be done within the constraints of blockchain technology and physical production.

That being said, we always find ways to create something special. For example, we’ve developed custom portable NFT dispensers that can be placed inside fashion ateliers, allowing designers to seamlessly integrate NFTs into their collections. Another innovative approach is the use of personalized Web3 video games, where users can interact with the brand’s products in a gamified environment. Players can discover new fashion items, complete challenges, and even earn NFT rewards—a highly effective strategy for marketing new collections and engaging younger audiences who are already immersed in the gaming world.

The Future of Fashion Meets Blockchain

As the fashion industry continues to evolve, blockchain technology and NFTs are proving to be more than just a passing trend—they are becoming essential tools for ensuring authenticity, enhancing customer engagement, and opening new avenues for digital ownership. Hoken Tech is at the forefront of this transformation, demonstrating how Web3 solutions can bridge the gap between physical and digital fashion, creating seamless experiences for brands and consumers alike.

Through sustainable blockchain integration, anti-counterfeiting measures, and interactive digital experiences, NFTs are reshaping the way we perceive and interact with fashion. As Alfredo de Candia highlights, the key to success lies in balancing creativity with technological feasibility, ensuring that designers, brands, and consumers can fully embrace the potential of blockchain without compromising on innovation.

Looking ahead, it’s clear that the fusion of fashion, blockchain, and the metaverse will continue to redefine the industry. Whether through digital collectibles, virtual fashion shows, or NFT-based loyalty programs, the brands that embrace Web3 early will be the ones leading the way in the next era of fashion.