Hugo Boss Partners Imaginary Ones for NFT Collection, Metaverse Expansion


German fashion giant, Hugo Boss, is the latest brand to come on board the NFT (non-fungible token) and metaverse bandwagon. HUGO, the youth arm of the company, is partnering with Imaginary Ones to create not just its first NFT collection, but also a 360-degree metaverse experience. The partnership is an attempt by the company to refresh its brand in 2022.

The collection is expected to drop in November of this year and it will include 1001 3D animations. The collection is titled “Embrace Your Emotions” (EYE). 

Neither party has clarified what a “360-degree metaverse experience” will involve. However, it may be speculated that the experience may include augmented reality capabilities. Customers who buy a limited edition “phygital” t-shirt will be placed on a list with 500 slots. Each t-shirt will have a QR code, when scanned, will take users to a Snapchat lens that will produce a unique augmented reality effect.

What will the NFT collection contain?

Six of the 1,001 NFTs will have unique characteristics. Five characters stand in for five common emotions: love, fear, sadness, and anger. The collection’s entertaining plot will help a good cause as well. On October 10, to commemorate World Mental Health Day, an exclusive sixth character combining all five emotions will be put up for sale. Moreover, all revenues will go to Youth Aware of Mental Health (YAM).

Additionally, this research-based program on mental health welcomes kids between the ages of 13 and 17 to learn about and investigate the subject. It has been tested with more than 85,000 teenagers in 16 different countries.

Imaginary Ones stated in the official announcement,

“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,” 

Owners of this NFT collection will have access to Imaginary Ones’ staking ecosystem. Moreover, they will have access to a unique selection of Hugo x IO goods, experiences, and content, including digital wearables.

Hugo Boss is one of many brands to embrace the digital future. Gucci also launched its web3 and NFT initiatives earlier this year. The fashion house acquired some land in The Sandbox, to create its own store in the metaverse.