German luxury brand HUGO BOSS is jumping on the metaverse bandwagon and will launch its first major collection of non-fungible tokens – NFTs in a few weeks. It is the latest of the big fashion brands to join digital assets and expand interactions with its public.
Through an alliance with the renowned Web 3.0 company, Imaginary Ones, will carry out a holistic 360 degree metaverse experience. With this partnership, HUGO takes a major step forward in its exploration of the metaverse, as the launch of its first NFT collection marks another important milestone in the brand’s global refresh in 2022.
HUGO x Imaginary Ones’ exclusive NFT collection of 1001 3D animations, titled ‘Embrace Your Emotions’ (OJO) will be released in early November. The goal of the collection is to encourage everyone to connect with their emotions and share a message that all feelings, positive and negative, are valid and should be accepted, as the freedom to feel and express can significantly improve mental health and one’s general well-being.
“The metaverse is an exciting new space for fashion brands, one that holds great potential for HUGO. We are excited to partner with Imaginary Ones to offer an NFT collection of beautiful 3D assets that allows us to not only explore this virtual world further, but also share a message of self-acceptance and being true to yourself, which is at the heart of what HUGO stands for. »express Miah Sullivan, Senior Vice President of Global Marketing and Brand Communications.
A thousand and one NFTs by HUGO BOSS
The 1000 NFT of HUGO x Imaginary Ones They will be based on five characters with special attributes, each representing an emotion: joy, sadness, fear, anger and love. The collection will launch with a playful story, which evokes a larger purpose, says the brand.
To commemorate World Mental Health Day on October 10, the sixth special character that brings together all five emotions will be auctioned, with 100% of the proceeds donated to Young People Aware of Mental Health (YAM). . This evidence-based mental health program invites 13-17 year olds to learn about and explore the topic of mental health and has been conducted with more than 85,000 adolescents in 16 countries.
How to get one?
An allow list will provide access to the HUGO x Imaginary Ones EYE collection and allow the purchase of NFTs. Of the 1,000 spots on the allotted list, 500 will be allocated to customers who purchase an exclusive phygital t-shirt. There are 500 limited edition t-shirts for sale, and each one will contain a QR code where users will be directed to a Snapchat tab to create a special augmented reality effect.
The remaining 500 spots on the allow list will be distributed to existing owners of the Imaginary Ones NFT genesis collection, and through a host of activities on the Imaginary Ones Twitter and Discord platforms from October 4 onwards. .
“Imaginary Ones is honored to partner with HUGO and to be the first Asian-born NFT project to collaborate with an international fashion brand. We share HUGO’s values and commitment to contribute to an inclusive and equitable world. With this partnership, we aspire to strengthen Imaginary Ones’ presence beyond the Web 3.0 space and further our cause of embracing inclusion and diversity everywhere.”He says Clement Chia, co-founder.
In addition to receiving a “golden ticket” with a 10% discount in the HUGO BOSS online store, all holders of a HUGO x Imaginary Ones NFT will have access to the Imaginary Ones participation ecosystem, which grants the holder a set separate from HUGO x specials. IoT merchandise, experiences and content, including HUGO digital wearables and HUGO-themed Imaginary Ones launches.
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HUGO BOSS will launch its first major NFT collection
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