Hugo Boss to launch NFT and '360-degree metaverse experience' with Imaginary Ones
Hugo, the youth-focused arm of Hugo Boss, said that it would be taking its apparel into the metaverse via a partnership with the whimsical NFT project Imaginary Ones. It will launch a "holistic, 360-degree metaverse experience," Hugo announced on Tuesday, as part of a "global refresh" of its brand. The NFT collection, which launches in early November, will consist of 1,001 three-dimensional animations and will be entitled Embrace Your Emotions (EYE). "The aim of the collection is to encourage everyone to connect with their emotions, and to share a 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," Imaginary Ones explained in a release.
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