Hugo Boss Releases Phygital Baseball Caps and Hoodies

German fashion house Hugo Boss continues stepping into the web3 scene. The brand has released phygital items containing near-field communication chips. 

For this initiative, the company has created baseball caps and hoodies. The NFC chips, incorporated in the physical items, function as tags that can be scanned. The chips enable baseball cap and hoodie owners to access digital versions of the physical accessories. 

The virtual garment can then be used in Ready Player Me, which enables cross-platform avatar usage. Interoperable RPM avatars can be used in over 3,000 virtual games and platforms, meaning that Hugo Boss can reach a broad audience of gaming fans and tech enthusiasts. In terms of user experience, customers can interact with virtual versions of their favorite accessories and experience gaming in a new way. 

The release of these products is part of the brand’s move into the world of web3. Fashion becomes increasingly digitized, and brands need to explore new ways to engage with their customers. In October 2022, Hugo Boss released an NFT collection of 1,001 3D artworks in partnership with Imaginary Ones. Dubbed “Embrace Your Emotions,” the collection aimed to support mental health programs for young people. 

Earlier this month, the brand also introduced a metaverse-based fashion showroom developed with the help of artificial intelligence. The virtual experience featured five stoppable outfits and an interactive quest.

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