Hugo Boss Partners Imaginary Ones for NFT Collection, Metaverse Expansion

German fashion giant, Hugo Boss, is the latest brand to get 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 only its first NFT collection, but also a 360-degree metaverse experience. The partnership is an attempt by the company to refresh the brand in 2022.

The collection is expected to release in November this year, and it will contain 1001 3D animations. The collection is entitled “Embrace Your Emotions” (EYE).

Neither party has clarified what a “360-degree metaverse experience” will entail. However, it can be speculated that the experience may include augmented reality features. Customers who purchase a limited edition “phygital” t-shirt will be placed on a list of 500 slots. Each t-shirt will have a QR code that, 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 for five common emotions: love, fear, sadness and anger. The collection’s entertaining action will help a good cause, too. On October 10, to mark World Mental Health Day, an exclusive sixth grade that combines all five emotions will go on sale. Also, all proceeds will go to Youth Aware of Mental Health (YAM).

In addition, this research-based program on mental health welcomes children between the ages of 13 and 17 to learn about and research the topic. 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 emotions – positive and negative – are valid and should be embraced, as the freedom to feel and express can improve mental health and overall well-being »

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

Hugo Boss is one of many brands embracing 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.