Fashion Brand Hugo Boss Announces Plans To Launch Its First NFT Collection

Hugo, the youth-focused subsidiary of Hugo Boss, announced a collaboration with the whimsical NFT initiative Imaginary Ones to bring its clothes into the metaverse. Hugo stated on Tuesday that it will introduce a “holistic, 360-degree metaverse experience” as part of a global refresh of its brand.

The NFT collection, Embrace Your Emotions, will be released in early November and will include 1,001 three-dimensional animations (EYE).

Imaginary Ones said in a release:

“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.”

The proceeds will be donated to the nonprofit Youth Mental Health Awareness (YAM).

While it’s unclear what a 360-degree metaverse experience entails, the firm has stated that consumers who purchase a limited edition phygital t-shirt will be assigned a seat on a waiting list of 500. Each t-shirt will have a QR code that will connect users to a Snapchat lens to create a distinctive augmented-reality effect.

Holders of the NFT will have access to Imaginary Ones’ staking ecosystem, which will provide them with a unique collection of Hugo x IO items, experiences, and content, including digital wearables.

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