French fashion brand Lacoste wades into web3 with NFT launch

Quick Take

  • French apparel brand Lacoste has released its NFT project UNDW3 (pronounced “underwater”). The move follows the launch of its Discord earlier this month.
  • The release comes despite wider market volatility in crypto and a recent drop in floor price of popular NFT projects.

French fashion brand Lacoste has launched a collection of non-fungible tokens (NFTs), in a move it says aims to build an online community and engage with customers in a new way.

The drop comes just a week after the brand launched a Discord server, which saw 30,000 subscribers in the first two days, the company said in a statement.

The number of NFTs in the release, 11,212, refers to a signature polo shirt by the brand called L1212. These will be sold for 0.08 ETH (roughly $97).

The project, called UNDW3 (pronounced "underwater"), will give collectors of the NFTs access to a "long-term collaborative community," Lacoste said in a press release.

"Collectors will be able to access a pioneering ecosystem and digital, physical, and experiential benefits in the world of the crocodile, such as co-created products exclusively for them," the release states.

Fashion brands have continued to experiment in crypto and web3 projects despite the recent fall of floor prices of the most popular NFT collections and the volatility in the crypto market in general.