Hugo Boss, a well-known fashion brand, has added Near Field Communication (NFC) tags to its baseball caps, allowing customers to create Non-Fungible Token (NFT) digital twins and personalize their Metaverse avatars. The inclusion of NFC tags enables buyers to access digital versions of their wearables and scan the tags to enter the Metaverse, where they can adorn their avatars with the brand’s caps. Users can create a 3D avatar on the “Ready Player Me” platform using a selfie and gain entry to a vast virtual world.
In November 2022, Hugo Boss launched the “Embrace Your Emotions” collection in collaboration with Imaginary Ones, consisting of 1,001 3D avatars linked to physical T-shirts and a unique Snapchat Lens effect. The addition of the “Ready Player Me” platform now sets the stage for a phygital collection, which combines physical and digital experiences. The platform is a cross-game avatar platform that was launched in 2014.
The fashion industry has previously integrated NFC technology, but Hugo Boss has taken the initiative further by exploring the potential of NFTs and Metaverse technologies. The brand’s innovative approach provides its customers with a unique and personalized experience.