Hugo Boss is embracing the blend of physical and digital realms by integrating NFC tags into a range of its baseball caps. This feature enables customers to create NFT digital twins and dress their Metaverse avatars. By scanning the NFC tag, the wearer gains access to the digital version of the wearable. In addition, users can create a 3D avatar on the “Ready Player Me” Metaverse platform using a selfie as the avatar’s character. These interoperable avatars can wear Hugo Boss’s digital baseball caps and hoodies.
This innovation follows the launch of Hugo Boss’s original NFT collection, “Embrace Your Emotions,” in partnership with Imaginary Ones, a Metaverse character provider, in November 2022. The NFT collection featured 1,001 emotionally themed 3D avatars paired with physical T-shirts and a QR code that redirected users to a unique Snapchat Lens effect.
By integrating NFC tags into its collection, Hugo Boss has transformed it into a “phygital” experience that has significantly increased its value. Moreover, the interoperability of the avatars enables them to wear Hugo Boss baseball caps and hoodies, extending the brand’s reach to a broader audience. Ready Player Me’s partnership with over 3,000 gaming and app companies employing its avatars enhances this aspect.
Although the use of NFC technology in the fashion industry is not new, Hugo Boss has elevated it to the next level by adding value to its NFT collection. Nike, for example, has already used NFC technology to connect physical clothing with AR NFTs, creating a “phygital” sneakers collection. This innovation by Hugo Boss highlights how fashion brands can leverage Web3 to enhance the value of their physical products.
Overall, the use of NFC tags and Metaverse technologies in fashion is a significant trend, and Hugo Boss’s move is a prime example of how brands can create a unique experience for their customers. By integrating its 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.