Hugo, Hugo Boss’ younger line, has just unveiled an exclusive new drop part of a project started with Imaginary Ones, a Web3 entertainment company.
The young apparel brand has developed a special-edition, customizable denim jacket from Hugo Blu, the brand’s denim-focused line, adapted for Web3 with an integrated NFC tag that unlocks a Web Augmented Reality-powered experience that can be used as an avatar skin on Roblox.
Targeting its Gen-Z audience, Hugo aims to continue to activate gaming and Metaverse spaces as key cultural territories. With this partnership, it is further tapping into gamification, facilitate social moments, self-expression, and self-exploration, as key elements of Hugo’s DNA and of the Imaginary Ones community.
Patches for Hugo’s Web3-integrated jackets
To build hype and ignite curiosity, Imaginary Ones had already shared details of the jacket on Discord and X on March 12. From March 14, holders had the unique chance to reserve a physical jacket via a deposit system, purchasable only with the cryptocurrency USDT. Within one hour, all jackets were reserved.
From May 17, buyers had 72 hours to claim their jacket via a hidden page on hugoboss.com.
The denim jacket comes with a DIY customization kit of five exclusive Hugo x Imaginary Ones patches that can be applied for a personalized look.
Through a hidden NFC tag beneath the Hugo flower patch, fans can access a WebAR-powered experience with a tap of their phone. Here, they can customize their digital wearable and share it on any social platform–without the need to download a dedicated app.
The wearable can be redeemed for a unique Roblox skin that holders can use in the entire Roblox infrastructure, claimable in a secret bubble room, where they can also select a matching helmet.
Image from the trailer for Hugo Web3-integrated jacket
In a further unique move, following the customization of their digital wearable and redemption of their custom Roblox skin, holders will receive the equivalent of US$350 in Imaginary Ones’ digital currency, $BUBBLE Coin. The community’s loyal NFT holders will receive an additional 10-30% more $BUBBLE Coin for each NFT they own.
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