A new way forward: Diesel reveals first phase of long-term Web3 strategy with NFT Collective Hape

Gen-Z favorite Diesel has teamed up with prolific NFT collective Hape to bring a new digital collectible series to the metaverse. Officially set to be released in January 2023, the collaboration will see both brands come together to launch the NFTs, alongside Diesel Genesis Hape – a dedicated brand ambassador who will reside in both the Hape community and the wider Web3 arena. The mascot will also give Hape’s brand partners a persona to “introduce, express and create their brand narrative within the Hape family.”

The digital collectibles will deliver unique online and offline value to both fashion and Web3 enthusiasts. This includes a limited edition Diesel’s iconic 1DR POD crossbody bag, as well as access to exclusive events and community benefits further down the line.

The Diesel x Hape collaboration has a limited edition 1DR POD crossbody bag. Photo: Diesel

“Diesel is a perfect strategic partner and fit for Hape, as we both have streetwear in our DNA and believe in the power of technology to shape the future of fashion,” Hape founder Digital told Jing Daily. “Diesel is a heritage brand, but it’s also very progressive and forward-looking, willing to evolve as needed. As partners, we share the same ethos.”

2022 proved that streetwear’s metaverse strategy remains supreme; from RTFKT x Nike to Azuki x Ambush, this year has seen the industry dominate the digital terrain like never before. It also saw Diesel return to the limelight as one of luxury’s most popular and culturally savvy brands after a decline in global importance.

As creative director of the house, Glenn Martin injected life back into the label through buzzworthy silhouettes (its ultra-mini belt skirt went viral on TikTok earlier this year) and took a fresh, modern direction in design. After the success on the traditional fashion track, the brand is now focusing on exploiting the digital zeitgeist.

“For Diesel, this partnership marks another important step on its journey into Web3. Being present in this space represents not only a technological revolution, but also a cultural and social one,” outlines Stefano Rosso, CEO of OTB Group’s Brave Virtual Xperience The parent company of Diesel, OTB launched its metaverse-focused initiative in 2021 to oversee all development of products, projects and experiences designed for the virtual realm.

The partnership marks another milestone in fashion’s metaverse takeover. Looking ahead, streetwear is set to continue its reign in the virtual space thanks to its ability to take risks and open up new opportunities in Web3.

“Streetwear is known for pushing the boundaries and redefining luxury fashion as we know it. It’s no surprise that it’s leading innovation in Web3,” explains Digital. “All of these innovations are creating new opportunities to increase brand loyalty and engagement through virtual and real experiences. “

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