Hugo, the youthful division of Hugo Boss, announced that it would collaborate with the imaginative NFT project Imaginary Ones to bring its clothing into the metaverse.
Imaginary Ones original NFTs are a collection of 8,888 animated characters with a floor price of 0.73 ETH ($980), at the writing time.
Hugo revealed on Tuesday that it will launch a “holistic, 360-degree metaverse experience” as part of a “global refresh” of its brand.
Embrace Your Emotions will be the title of the NFT collection, which debuts in early November and consists of 1,001 three-dimensional animations (EYE).
Imaginary Ones explained the NFT collection’s purpose in a press 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 money will go to the organization Youth Aware of Mental Health (YAM).
Although it’s not immediately clear what a “360-degree” metaverse experience entails, the brand announced that customers who buy a limited-edition “phygital” t-shirt will be placed on an allowlist for 500 spots.
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.
The Imaginary Ones staking ecosystem will be available to NFT holders, giving them access to a unique selection of Hugo x IO goods, experiences, and content, including digital wearables.