The DMC-BBFLY “Gold Rope Edition” NFT is the first of its kind. It fuses the lyrics of a Hip Hop icon that address Mass Incarceration into a fashion pattern. DMC, one half of the legendary group RUN-DMC, lends his celebrity to help launch BBFLY, a fashion brand that donates 15% of its profits to provide education scholarships for formerly incarcerated teens. BBFLY’s goal is to break the cycle of incarceration through education.