The launch is similar to how other luxury fashion brands have activated in the metaverse by offering exclusive products. Earlier this year, luxury fashion brand Mostly Heard Rarely Seen for example, launched a phygital 8-bit shirt collection that included a QR code to claim an NFT, Retail Leaderreported
"The metaverse is an exciting new space for fashion brands, one that is rich with potential for Hugo,” said Miah Sullivan, senior vice president of global marketing and brand communications at Hugo Boss, in a release. “We are excited to partner with Imaginary Ones to deliver an NFT collection of beautiful 3D assets that enables us not only to further explore this virtual world, but also to share a message of self-acceptance and being true to yourself, which is at the heart of what Hugo stands for."
Imaginary Ones is a Singapore-based NFT collection with 8,888 animated 3D characters on the Ethereum network, according to the release. The Ethereum network is a decentralized, open-source blockchain platform that hosts cryptocurrency and NFTs.