HUGO, the youth arm of German fashion giant HUGO BOSS, is collaborating with Imaginary Ones to create its first NFT collection, “Embrace Your Emotions” (EYE).
German global fashion brand HUGO BOSS, through its youth arm HUGO, announced on Wednesday that it would collaborate with renowned Web3 company Imaginary Ones for its first-ever NFT collection. The collection will be called “Embrace Your Emotions” (EYE), and its launch marks a significant milestone in the brand’s 2022 global refresh.
That is just the tip of the iceberg, though. The collaboration will also see the brand taking a huge step forward in exploring the Web3 space by offering its patrons a holistic, 360-degree Metaverse experience.
“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. “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.”
Neither HUGO nor Imaginary Ones have clarified what that holistic Metaverse experience would involve. What is guaranteed is that there will be an allowlist that would provide access to the EYE collection and enable the purchase of the NFTs.
There will be 1,000 allowlist spots, 500 of which will be allocated to customers who purchase one of the 500 limited edition phygital T-shirts for sale. Each of these T-shirts will contain a QR code, which, when scanned, will direct users to a Snapchat Lens to create a unique augmented reality effect.
The remaining 500 allowlist spots will go to existing holders of Imaginary Ones’ genesis NFT collection and those who participate in various activities promoted on Imaginary Ones’ Twitter and Discord platforms from October 4 onwards.
HUGO x Imaginary Ones’ EYE NFT Collection
The exclusive EYE NFT collection comprises 1,001 3D animations. It will launch in early November.
The collection’s goal is to encourage everyone to connect with their emotions and to share a strong message that all feelings—positive and negative—are valid. It aims to impart that such feelings must be embraced because the freedom to feel and express can dramatically improve one’s health and overall well-being.
According to the fashion brand’s press release, six characters out of the 1,001 NFTs will have unique attributes. Five characters will each represent one of five everyday emotions: joy, sadness, fear, anger, and love.
The EYE NFT collection’s fun storyline will also benefit a charitable cause since there will be a sixth special character encompassing all the abovementioned five emotions. The sixth character will be auctioned to mark World Mental Health Day on October 10, and 100% of the proceeds will go to Youth Aware of Mental Health (YAM).
Incidentally, this evidence-based mental health program calls on young people aged 13 to 17 to learn more about and explore the topic of mental health. The program has been conducted with over 85,000 teenagers spanning 16 countries.
HUGO x Imaginary Ones Collab
All holders of the HUGO x Imaginary Ones EYE NFT will receive a “golden ticket” equivalent to a 10% discount in the HUGO online store. They will also have access to Imaginary Ones’ staking ecosystem that grants the holder a separate set of special merchandise, experiences, and content, including digital HUGO wearable and HUGO-themed Imaginary Ones drops.
“Imaginary Ones is humbled and honored to partner with HUGO and to be the first Asia-born NFT project to collaborate with an international fashion brand,” said Clement Chia, co-founder of Imaginary Ones. “We share the HUGO’s values and commitment to contributing to an inclusive and equitable world. With this partnership, we aspire to strengthen Imaginary Ones’ presence beyond the Web 3.0 space and further our cause in embracing inclusivity and diversity everywhere.”
HUGO and Imaginary Ones will explore more ways to strengthen their partnership moving forward. They will also provide additional value to holders of the EYE NFT collection, including exclusive experiences in the Metaverse.
The EYE NFT collection is only the first of a series of projects bringing HUGO’s brand experience together with Imaginary Ones’ creativity and positivity.
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