A co-founder of fashion brand PrettyLittleThing is working on a NFT project with new Dragons' Den star, Steven Bartlett.
Umar Kamani has partnered with the Social Chain co-founder after the official launch of Flight Story this week.
Mr Bartlett has teamed up with former Social Chain managing director Oliver Yonchev help public companies attract investment through TikTok.
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A non-fungible token (NFT) is a unique and non-interchangeable unit of data stored on a digital ledger (blockchain).
They can be associated with items such as photos, videos, 3D models, audio, and other types of digital files.
NFTs use blockchain technology to provide a public proof of ownership. The lack of interchangeability (fungibility) distinguishes NFTs from blockchain cryptocurrencies, such as Bitcoin.
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Mr Kamani co-foundered PrettyLittleThing with his brother Adam in January 2012. The company is now part of Boohoo which itself was co-founded by their dad, Mahmud Kamani.
The news of the partnership was revealed by Mr Bartlett in a Tweet saying: "Working on an NFT drop with at the moment. Alongside Alessio and Joe!"