French clothing brand Lacoste has made its first foray into Web3 with the launch of UNDW3 (pronounced “underwater”). UNDW3 is a Web3 project that allows the Lacoste community to participate in promoting the brand’s vision.
Crocodiles, are you ready to get one of those?👀
Are you ready to get the #underwater’s key?🗝️
Are you ready to 🔓 the full Lacoste experience?
— Lacoste (@LACOSTE) June 13, 2022
The French fashion brand opened its Discord server on June 6 to prepare for the launch of UNDW3, which will keep community members abreast of new developments in the UNDW3 project. More than 30,000 people subscribed to the Discord server within 48 hours of its launch.
Lacoste plans to launch its first NFT collection on June 14 via UNDW3, allowing fans to “creatively appropriate the brand.” The collection consists of 11,212 images of Lacoste’s iconic crocodile with glowing eyes emerging from the water. Each NFT is priced at 0.08ETH, and the total NFT number is a reference to the L1212 polo shirt, designed by Lacoste founder René Lacoste.
UNDW3 has launched a sweepstakes for its first NFT collection. While 11212 NFTs are available, a total of 13,000 can enter for a chance to win the sweepstakes and join the UNDW3 experience by minting the NFT.
“UNDW3 testifies to our willingness to accompany the decentralization phenomenon driven by Web3 and bears witness to our ambitions in this area, as well as to the power of our brand: bringing together our communities and connecting cultures around the crocodile, a true sign of union around the world, by proposing an experiential, interactive and co-creative universe, in the image of Lacoste’s creativity and avant-gardism,” said Catherine Spindler, Chief Brand Officer of Lacoste.
— Lacoste (@LACOSTE) June 11, 2022
Lacoste NFT holders will have access to the UNDW3 universe, which is a long-term collaborative community. They will also enjoy physical and digital benefits in the Lacoste world.
Lacoste’s foray into the Web3 world is part of its mission to bring together NFT collectors, Lacoste fans and pop culture enthusiasts.
With interest in Web3 growing among fashion brands, Lacoste is the latest apparel company to join the Web3 ecosystem, following in the footsteps of other fashion brands such as Gucci, Philipp Plein, Roberto Cavalli, Tommy Hilfiger and many more.
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