Hugo, the progressive line from the Hugo Boss corporation, is taking new steps in virtual reality. In collaboration with a Web 3.0 specialist, a collection with exactly 1,001 products has been created.

They are to be launched at the beginning of November - the Hugo brand's animated 3D characters, created together with the Imaginary Ones company. The promise is a "holistic 360-degree metaverse experience."


Hugo's first NFT collection is titled "Embrace Your Emotions" (EYE) and is a "significant milestone in the brand's global refresh," according to a statement.


Out of the total 1,001 NFTs, six characters will feature special attributes, while five characters represent everyday emotions - joy, sadness, fear, anger, annoyance and love. In addition to the fun factor, however, the initiative is also intended to serve a good purpose. To mark World Mental Health Day, which is celebrated on October 10, there is therefore a sixth character, which again combines all five emotions and will be auctioned off. All proceeds will go to the Youth Aware of Mental Health program, which targets young people between the ages of 13 and 17.

Hugo NFT
Photo: Hugo
Hugo NFT
The 1,000 regular NFTs will be sold through a list that accordingly has a total of 1,000 spaces. 500 of them will be given to female or male customers who buy an "exclusive phygital T-shirt" equipped with a QR code, which in turn allows creating a special augmented reality effect via a special Snapchat lens. The remaining 500 spots are to go to those who already own the Imaginary Ones NFT collection.


In addition, all those who were able to buy one of the 1,000 NFTs will receive a "Golden Ticket", which will give them a 10% discount in Hugo's web shop and also access to the Imaginary Ones ecosystem.

This article was published by on Wednesday 5 October 2022

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