Hugo Boss has begun adding NFC tags to a range of baseball caps, allowing buyers to create NFT digital twins and dress their Metaverse avatars. Customers who purchase these tagged caps can scan the tag to access he digital versions of the wearables.
Additionally, users can make a full-body 3D avatar on the “Ready Player Me” Metaverse platform by taking a selfie and using it as a character in its virtual world. The interoperable avatars can wear the brand’s digital baseball caps and hoodies.
This move follows the launch of Hugo Boss’s original NFT collection, “Embrace Your Emotions,” in collaboration with Metaverse character provider Imaginary Ones, in November 2022. The NFT collection consisted of 1,001 emotionally themed 3D avatars paired with physical T-shirts and a QR code that redirected users to a Snapchat Lens for a unique effect.
The Use of NFT technology in the Fashion Industry
By integrating NFC tags, the collection has transformed into a “phygital” experience, which has significantly increased its value. Moreover, the NFC tags enable avatars to sport Hugo Boss baseball caps and hoodies. Thanks to Ready Player Me’s partnership with more than 3,000 gaming and app companies that employ its avatars, the brand has extended its reach to a broader audience.
The use of NFC technology in the fashion industry is not new. Nike has connected physical clothing with AR NFTs using NFC technology and presented a ‘phygital’ sneakers collection. However, Hugo Boss has taken it to the next level by adding value to their NFT collection through this innovation.
The fashion industry has been delving into the potential of NFT and Metaverse technologies, and Hugo Boss’s recent move is a prime example of how brands can enhance the value of their physical products by leveraging Web3. One way fashion brands can use technology to create a unique experience for their customers is by adding NFC tags to items like baseball caps, creating a “phygital” experience. By integrating their products with Metaverse technology, Hugo Boss is likely to attract a new audience and generate a wave of customers who appreciate the seamless integration of physical and digital experiences.
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