Global fashion brand HUGO announced today that it will collaborate with renowned Web 3.0 company Imaginary Ones on a 360-degree holistic metaverse experience.
With this collaboration, HUGO takes a major step forward in its exploration of the metaverse, as the launch of its first NFT collection marks another important milestone in the brand’s global renewal in 2022.
HUGO is excited to announce its collaboration with @Imaginary_Ones! The partnership marks the launch of the brand’s first NFT collection, whose first drop includes 1001 3D animations. Read more on our corporate website: https://t.co/44mlky259I #HUGOxImaginaryOnes pic.twitter.com/KhNa0Y1Tbl
— HUGO BOSS Corporate (@HUGOBOSS) October 4, 2022
Hugo Boss and Imaginary Ones
An exclusive HUGO and Imaginary Ones NFT collection of 1,001 3D animations, titled ‘Embrace Your Emotions’ (EYE), will be launched in early November. The aim of the collection is to encourage everyone to connect with their emotions and share the message that all feelings – positive and negative – are valid and should be embraced, as the freedom to feel and express can significantly improve mental health and overall well-being.
Of the 1,001 NFTs, six characters will contain special attributes. Each of the five characters represents one of our everyday emotions: joy, sadness, fear, anger and love.
The collection’s fun storyline will also benefit a charitable cause, as a sixth special character that brings together all five emotions will be auctioned to mark World Mental Health Day on October 10, with 100% of the proceeds donated to Youth Aware of Mental Health (YAM).
This evidence-based mental health program invites young people aged 13-17 to learn about and explore the topic of mental health, and has been conducted with more than 85,000 adolescents in 16 countries.
[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.
— Imaginary Ones (@Imaginary_Ones) October 4, 2022
An allowlist will give access to HUGO’s EYE collection and Imaginary Ones, and allow for the purchase of NFTs. Out of a total of 1,000 spots on the allowlist, 500 will be allocated to customers who purchase an exclusive phygital T-shirt. There are 500 limited edition T-shirts for sale, and each will contain a QR code with which users will be directed to a Snapchat lens to create a special augmented reality effect.
The remaining 500 will be distributed to current Imaginary Ones NFT collection holders, and through a myriad of activities on Imaginary Ones’ Twitter and Discord platforms starting October 4.
Miah Sullivan, senior vice president of global marketing and brand communications at HUGO BOSS, said:
“The metaverse is an exciting new space for fashion brands, which has great potential for HUGO. We are delighted to partner with Imaginary Ones to offer an NFT collection of beautiful 3D assets that allows us to not only explore this virtual world further, but also share a message of self-acceptance and being true to oneself, which is at the heart of what HUGO stands for.”
Clement Chia, co-founder of Imaginary Ones, said:
“Imaginary Ones is honored to partner with HUGO and to be the first Asian-born NFT project to collaborate with an international fashion brand. We share HUGO’s values and commitment to contribute to an inclusive and equitable world. With this partnership, we aim to strengthen Imaginary Ones’ presence beyond the Web 3.0 space and further our cause of embracing inclusion and diversity everywhere.”
In addition to receiving a 10% off “golden ticket” at HUGO’s online store, all HUGO x Imaginary Ones NFT holders will have access to the Imaginary Ones stake ecosystem, which grants the holder a separate set of HUGO x IoT merchandise, experiences and special content, including HUGO digital wearables and HUGO-themed Imaginary Ones drops.
About HUGO and HUGO BOSS
HUGO, the youngest of the HUGO BOSS brands, is the platform for self-expression and authentic dressing. Globally engaged, always curious and uniquely expressive, HUGO creates clothes for those who lead rather than follow to push individuality and style without boundaries.
HUGO BOSS, comprising its two brands HUGO and BOSS, is one of the leading companies positioned in the premium segment of the global apparel market.
The group offers collections in 128 countries in some 6,800 points of sale and online in 59 countries through hugoboss.com.
With approximately 14,000 employees worldwide, the Metzingen, Germany-based company posted sales of €2.8 billion in fiscal 2021.
About Imaginary Ones
Imaginary Ones is an NFT collection comprising 8,888 fully animated, 3D characters on the Ethereum network. Founded by Singaporeans Clement Chia and David Lee, Imaginary Ones believes in using art to spread love, positivity and creativity.
Together with three other partners – Gregory Poon, Caleb Hoon and Jerome Kwek – the team launched one of the most successful global NFT projects to date, selling out the entire collection within 6 minutes of the Dutch auction sale.
To date, over 12,000 Ethereum (~$20,000,000 USD) of sales volume has been realized on OpenSea.
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