HUGO by Hugo Boss partners with Imaginary Ones for a 1,001-piece NFT collection

In Brief

Hugo Boss partners with Imaginary Ones to launch an NFT collection.

The collaboration will also involve creating exclusive metaverse and Web2 experiences.


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Clothing brands continue adopting the non-fungible token technology. German fashion house Hugo Boss has announced its partnership with NFT project Imaginary Ones to release a non-fungible token collection, coming out on October 15. 

Dubbed “Embrace Your Emotions,” the collection will feature playful characters that represent five emotional states: love, anger, joy, fear, and sadness. The drop will include 1,001 3D animations in the original Imaginary Ones style. The Hugo Boss NFTs will grant holders access to special perks and utilities, which will be revealed on October 15. Fans can secure a spot in the allowlist by purchasing Imaginary HUGO merchandise, joining giveaways, or staking IO on the dedicated staking platform. 

Additionally, on October 10, the two companies will auction a unique sixth character that incorporates all five emotions. Notably, Imaginary Ones and Hugo Boss will donate a hundred percent of the auction proceeds to a mental health program for young people, “Youth Aware of Mental Health.”

The vision of Imaginary Ones embraces the importance of mental health, inspiring individuals to accept every daily emotion, positive or negative.

Imaginary Ones

Imaginary Ones is the first Asia-based NFT project that partners with a well-known global fashion brand for a long-term collaboration. Following the release of their debut Hugo Boss NFT collection, the companies plan to furtherly develop exclusive Metaverse and Web2 experiences. 

Apart from Hugo Boss, a number of other fashion brands have announced their upcoming NFT collections. Just last week, Balmain and MINTNFT made their partnership official, announcing the launch of “The Balmain Thread” NFT-based membership during the Paris Fashion Week 2022. Meanwhile, in August, Hermes shared its plans to enter the metaverse and release NFTs, while Bulgari launched its metaverse, “Bulgari World.”

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Valeria Goncharenko

Valeria is an Italy-based writer passionate about Web3 and innovation. She is getting her second Major in International Business Management while dedicating her spare time to photography and fashion.

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