Digital identity is the new flex - 2023 update

And why the art of the flex will always be with us

The idea of digital identity as ‘the new flex’ continues to fascinate me ever since being captivated by it throughout 2021 and then finally starting this in September 2021 (and yes, you will have noticed, not continuing). But let’s give this another shot huh?

It was this singular tweet seen below from @icy_drips (a web3 strategist at Exclusible) that reignited my attention that maybe I might have been on to something after all!

Now let’s start off with the notion that this user is ‘flexing’ a Doodles PFP, so there is some ‘bag bias in what he tweets but I also do agree that Doodles as a project are on their way to becoming a global and more more mainstream brand.

With their move to Flow for Doodles 2, it’s a short term risk but I think worth it as the long term goal is to reach millions and have an easy sign up process which simply requires an email address. No blockchain knowledge. No crypto needed.

There is also definitely a whimsical and magic Disney-esque experience to everything they do so creating a more ‘web2 layer’ makes a lot of sense to me.

Doodles has been one of the more well known and stand out success projects in the space over the past year, and sit firmly within the identity profile picture category alongside the likes of the punks and apes, Azuki, CloneX, Sappy Seals, Pudgy Penguins, Meebits, Cool Cats, Moonbirds and Deadfellaz.

So it was when I saw the tweet by @icy_drips it really made me re-assess. Is Doodles the new Supreme? Or is it the next Disney? Is it an entertainment brand or for the hypebeasts? Could it even be all of the above?

I can see why from each POV. They offer token gating access and given the entry cost there is a VIP / flex nature to it. Doodles pre Doodles2 (below) I would have said has more of a closer affinity to Supreme, but now it feels like they are wanting to keep the flex aspect but also be more Disney and for the masses rather than keeping it exclusively for the wealthy few.

And for me, ultimately that has to be applauded. It’s a big bet. And a risky one. Given that in the short term the existing holders feel disrespected and have been ‘fudding’ and lowering floor prices and questions remain whether there is the demand for a more mass proposition.

Yet I keep coming back to the idea that these PFP projects are primarily about identity but with that they thrive on having an active community behind them that propagates the idea that that particular project is ‘cool’. See above for a ‘social ranking’ which illustrates who are leading in the space.

Which then makes me think that the ranking table above is kind of like owning a modern day Rolex watch or similar priced variants. Because bluntly there are cheaper alternatives to tell the time but there is a feeling, a sense of achievement, credibility, self worth and flexing to having a Rolex as there is in the current times to owning a Bored Ape whether we like that or not. By owning an ape you were either in the know, early or just very wealthy and want to show it off. Just like a Rolex watch.

I think we’re entering in to a new world where flexing digital objects will have the same sense of ‘value’ but to a different audience and in a different way.

This Instagram post below from the excellent Hypemoon illustrates where I think we’re going. Top left those are digital only wearables available in Doodles2. And yes it does look ridiculous but you need to look closer, the devil really is in the detail here. It’s about access, utility, community and identity.