Hugo Boss to Release Exclusive NFT Collection

German fashion house Hugo Boss, in partnership with Imaginary Ones, will launch an exclusive collection of non-fungible tokens (NFTs) for its HUGO brand.

[1/8] We are honored and thrilled to announce an official partnership with international fashion giant @HUGOBOSS!

HUGO x IO will launch an exclusive NFT collection, Embrace Your Emotions. This will be HUGO’s first-ever NFT collection.

👉 https://t.co/nJcE1fppwZ pic.twitter.com/6x6V295lAB

— Imaginary Ones (@Imaginary_Ones) October 4, 2022

The company said that the launch of the first series of digital collectibles would be “a major step in exploring the metaverse.”

The collection, titled Embrace Your Emotions will consist of 1,001 tokens in the form of 3D animations. It is expected to launch in early November.

Six NFTs in the set will have special attributes. Five of them will represent the main everyday emotions — joy, sadness, fear, anger, and love. All of them will be united by a sixth character, which will be sold in honor of World Mental Health Day on October 10. All proceeds will go to charity for the organization Youth Aware of Mental Health.

Of the remaining 1,000 tokens, 500 will be available to owners of exclusive Phygital T-shirts. The clothing items contain a QR code through which users can create an augmented reality effect via Snapchat.

Another 500 NFTs will be distributed among holders of the Imaginary Ones genesis collection, as well as other users through the company’s social platforms.

“The metaverse is a new, exciting space for fashion brands with rich potential for HUGO. We are pleased to partner with Imaginary Ones to provide a collection of beautiful 3D NFT resources that will allow us to explore this virtual world more deeply,” said Mia Sullivan, Senior Vice President of Marketing at Hugo Boss.

The parties emphasised that they would seek ways to further strengthen the partnership and provide additional value to owners of the collection.

“This is only the first in a series of projects that combine the HUGO brand experience with the creativity and positivity of Imaginary Ones,” the statement said.

As of August, fashion brands Dolce & Gabbana, Tiffany, Gucci, Adidas and Nike had a combined $260 million in revenue from NFT sales.

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