Hugo Boss, The Latest Fashion Brand To Expand into The Metaverse

Imaginary Ones

After Gucci and Zara, German high fashion brand Hugo Boss is next in line to follow its competitors into the metaverse, partnering with Imaginary Ones to create an NFT collection and a 360-degree metaverse experience that is reported to include augmented reality (AR) capabilities.

The NFT collection’s release date has been penned for November and it will include 1001 3D animations called “Embrace Your Emotions” (EYE). Six of the 1,001 NFTs, it is reported, will have unique characteristics, representing emotions like love, fear, sadness, and anger. The collection’s entertaining plot will help a good cause as well. On October 10, to commemorate World Mental Health Day, an exclusive sixth character combining all five emotions will be put up for sale, with all proceeds going to Youth Aware of Mental Health (YAM).

The partnership with Imaginary Ones is an attempt by the Metzingen, Germany-based company to invigorate its brand in 2022.

Founded in 1924 by Hugo Boss and originally produced general-purpose clothing, the company has since evolved into a major global fashion house with worldwide sales of €2.9 billion as of 2019.

In a statement on its partnership with Hugo Boss, Imaginary Ones said:

“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.”

Owners of this NFT collection will have access to Imaginary Ones’ staking ecosystem, as well as access to a unique selection of Hugo x IO goods, experiences and content, which includes digital wearables.