Hugo Boss is embracing NFT technology. The famous fashion brand will now add NFC tags to a range of baseball caps and hoodies. Additionally, these tags will allow buyers to create NFT digital twins and use their items to dress metaverse avatars.
Virtual Hugo Boss Items in the Metaverse
After buying these tagged caps, customers will have access to digital versions of the wearables. All they’ll have to do is to scan the tag with their phone.
On top of that, they will have the opportunity to create their own digital avatar on the “Ready Player Me” metaverse platform. To do that, they will have to take a selfie. Then they will have the option to dress their “digital twin” with the brand’s digital baseball caps and hoodies.
However, this is not their first journey into Web3. Hugo Boss launched its first NFT collection, “Embrace Your Emotions,” in collaboration with NFT project Imaginary Ones, in November 2022. It consisted of 1,001 emotionally themed 3D avatars paired with physical T-shirts and a QR code that redirected users to a Snapchat Lens.
What is the Ready Player Me Platform?
Hugo Boss chose the “Ready Player Me” Metaverse to launch their new phygital collection. The platform is a “cross-game avatar platform for the builders, creators, and residents of the metaverse”. The founders, Timmu Tõke (CEO), Rainer Selvet (CTO), Kaspar Tiri (CCO), and Haver Järveoja (COO) launched it in 2014.
Their first product was a professional, hardware-based 3D scanner. They installed some of them in public places like airports or museums all around the world. So, that allowed them to scan more than 20,000 people and collect a huge database of face scans. The team was then able to build a deep-learning solution that creates perfect virtual avatars from a selfie, on any device. Following this experience, the creators launched “Ready Player Me” in 2020. Moreover, their ambition is to become the leader in avatar creation in the metaverse.
This move by Hugo Boss is a new example of how fashion and luxury brands use NFT and NFC technologies to reach new customers. To them, the metaverse is a promising land.