Hugo Boss to launch NFT and '360-degree metaverse experience' with Imaginary Ones

Quick Take

  • Hugo Boss has teamed up with the NFT collection Imaginary Ones to launch a “360-degree metaverse experience.”
  • Many fashion brands have looked to make inroads into the nascent web3 space.

Hugo, the youth-focused arm of Hugo Boss, said that it would be taking its apparel into the metaverse via a partnership with the whimsical NFT project Imaginary Ones. It will launch a "holistic, 360-degree metaverse experience," Hugo announced on Tuesday, as part of a "global refresh" of its brand. 

The NFT collection, which launches in early November, will consist of 1,001 three-dimensional animations and will be entitled Embrace Your Emotions (EYE). 

"The aim of the collection is to encourage everyone to connect with their emotions, and to share a message that all feelings – positive and negative – are valid and should be embraced, as the freedom to feel and express can significantly improve mental health and overall well-being," Imaginary Ones explained in a release.

Proceeds will be donated to the charity Youth Aware of Mental Health (YAM).

Hugo x Imaginary Ones

While it's not immediately clear what a "360-degree" metaverse experience actually involves, the brand said an allowlist of 500 spots will be allocated to customers who purchase a limited edition "phygital" t-shirt. Each t-shirt will contain a QR code, from which users will be directed to a Snapchat lens to create a special augmented-reality effect.


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