Fabian Vogelsteller, an Ethereum veteran who helped the invention of ERC-20 in the early days, is taking on a new venture – a blockchain to succeed where he says others have failed, in catering to creative, fashion-oriented and art-world types.

Vogelsteller is now turning his attention to a new project, LUKSO, a soon-to-be-launched layer 1 blockchain that he says is designed for the “creative economy.” As such, it would compete with Ethereum itself, by far the dominant smart-contracts blockchain with a market capitalization of $217 billion.