In 2022, the world faced its worst blood shortage in over a decade. With 37,000 blood drives canceled and college campuses shut down due to the COVID-19 pandemic, Gen Z— one of the most vital donor groups — was locked out of giving. So we flipped the script on blood donation. Teaming up with the American Red Cross and streetwear icons Eric Emanuel, New York Sunshine, and Warren Lotas, we turned blood into currency. One unit earned exclusive, limited-edition merch — making saving lives the hottest drop of the year.