Continuing its global strategy and taking another step into the metaverse, HUGO has partnered with Imaginary Ones, a leading Web3 company, to launch an exclusive NFT collection “HUGO x Imaginary Ones“.
Entitled “Embrace Your Emotions” (EYE), the collection, which will launch in early November, aims to encourage us to express our feelings freely, whether positive or negative, in real life or in the virtual world. Of the 1,001 colorful and super kawaii-looking 3D or NFT animations, six of them have special characteristics. Of the six characters, five represent each of our everyday emotions: joy, sadness, fear, anger or love – a sixth one with all the emotions will be auctioned off for World Mental Health Day on October 10. All proceeds will go to Youth Awore of Mental Health (YAM), which invites and encourages youth ages 13-17 to discover and explore the topic of mental health.
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Beyond these exclusive NFTs, the sportswear brand from German group HUGO BOSS is also offering “a 360-degree immersive experience” where buyers of one of the t-shirts from the “HUGO x Imaginary Ones EYE” collection will have a QR code that will redirect them to a Snapchat Lens with an augmented reality filter. They will then be able to take a selfie alongside virtual 3D animations. Current holders of lmaginary Ones’ NFT collection can also participate.
“The metaverse is an exciting new space for fashion brands, a space rich in potential for HUGO. We are pleased to partner with Imaginary Ones on an NFT collection that not only allows us to further explore this virtual world, but also to share a positive message of always being true to yourself, the core of the HUGO identity,” said Miah Sullivan, Senior Vice President Global Marketing & Brand Communications at HUGO BOSS.
“Imaginary Ones is honored to partner with HUGO and to be the first Asian-born NFT project to work with a global fashion brand. We share HUGO’s values and commitment to contributing to a fair world. Through this partnership, we hope to strengthen Imaginary Ones’ presence beyond the Web 3.0 space and advance our cause for inclusion and diversity around the world,” added Clement Chia, co-founder of Imaginary Ones.
Reciprocally, NFT holders will receive a “golden ticket” entitling them to a 10% discount in the HUGO online store, they will also have access to The Imaginary Ones Ecosystem, which will allow them to benefit from special HUGO x IO experiences and content, such as HUGO digital apparel and many surprises.