Hugo Boss announces the ‘360-degree metaverse experience’ with new NFT line

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Hugo Boss announces '360-degree Metaverse experience' with new NFT line Hugo Boss announces ‘360-degree Metaverse experience’ with new NFT line
Hugo Boss announces '360-degree Metaverse experience' with new NFT line

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cover art/illustration via cryptoslate

Hugo Boss announced Partnering with web3 company Imaginary Ones to launch its own NFT line that will provide a whole new 360-degree experience of the Metaverse.

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This will be Hugo Boss’s first NFT collection and its first experience with the Metaverse. The fashion brand said its foray into the metaverse with a holistic experience is an important milestone in “refreshing” the brand globally.

The NFT collection is expected to start in early November 2022 and will aim to encourage everyone to connect with their emotions and be themselves, whether they are positive or negative.

Project partner Imaginary Ones commented:

“The purpose of the collection is to encourage everyone to connect with their feelings, and share a message that all emotions – positive and negative – are valid and should be embraced, as the freedom to feel and express is healthy and healthy.” Can improve overall. Well-being.”

collection It will be titled ‘Embrace Your Emotions’ (EYE) and will include 1,001 NTFs with 3D animation. It will also be the first Asia-based NFT project to partner with a global fashion brand.


Each NFT will consist of one of six characters. Five of them represent the five primary human emotions of happiness, sadness, fear, anger and love. A sixth special character will be seen mixing all the five emotions together.

Joy character from the collection
Joy Character from the EYE Collection

In addition to raising awareness about mental health and wellness, the collection will also serve a charitable cause. The sixth special character that embodies all emotions will be auctioned on World Mental Health Day, which is on October 10. All proceeds from the auction will be donated to Youth Aware of Mental Health (YAM).


There are also physical t-shirts with the collection. A total of 500 T-shirts are open for sale, each featuring an emotional character and a QR code that takes users to a Snapchat lens that creates a special effect.

An allowed list of 1,000 investors will be created to provide access to the NFT collection, and half of the spots on the list will be given to customers who purchase a particular T-shirt. The remaining spots will be distributed among investors who hold one of Imaginary Ones’ Genesis NFTs and participate in activities that will begin on October 4 on Imaginary Ones’ Twitter and Discord platforms.

EYE NFT holders will get 10% off valid for ten months at Hugo Boss stores worldwide. In addition, all holders will also be able to access Imaginary Ones’ staking ecosystem, which gives holders a set of Hugo x 10 merchandise that includes wearables, experiences, and other content.

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