Hugo Boss launch NFT and '360-degree metaverse experience'

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, 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.
While it's not immediately clear what a "360-degree" metaverse experience actually involves, the brand said an allowlist of 500 spots will be allocated to customers who purchase a limited edition "phygital" t-shirt. Each t-shirt will contain a QR code, from which users will be directed to a Snapchat lens to create a special augmented-reality effect.
Holders of the NFT will have access to Imaginary Ones’ staking ecosystem, which grants the holder a separate set of special Hugo x IO merchandise, experiences and content — including digital wearables.

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