- July 3, 2023
- Posted by: [email protected]
- Category:
As part of their Men’s Fall 2023 collection, French luxury fashion brand Dior has created a new range of men’s sneakers powered by Ethereum blockchain to offer a matching non-fungible token (NFT) as a unique feature.
According to a recent tweet from the fashion brand, these beautiful shoes, known as the B33 sneakers, were designed by Dior Menswear artistic director Kim Jones. The innovative online authentication mechanism and accompanying NFT are what set these sneakers apart. Each pair of shoes will be associated with a “digital twin,” which is essentially an NFT created on the Ethereum blockchain.
By linking each pair of sneakers to a digital counterpart, Dior ensures the authenticity of the shoes and provides an additional layer of security for buyers. The B33 sneakers will have a limited release, with only 470 pairs available, and they will be priced at $1,350 per pair.
In addition to the NFTs, Dior will also release six more styles of the B33 sneakers. These variations will include an NFC chip placed under the sole of the right foot. The chip will be associated with an encrypted key that grants holders access to a personalized online platform. On this platform, owners will find digital certificates of authenticity for their shoes, as well as other exclusive services that have yet to be revealed. The additional styles of B33 sneakers will be priced between $1,000 and $1,100.
Dior’s decision to embrace blockchain technology aligns with the interest shown by its parent company, LVMH, in Web3 and cryptocurrency. Several LVMH-owned brands, such as Hennessy, TAG Heuer, and Louis Vuitton, have already integrated blockchain-based features into their products and programs.
Dior’s approach to this blockchain integration is distinctive in that it avoids explicitly using blockchain-related terminology in its promotional materials for the B33 sneaker line. Unlike previous LVMH campaigns that heavily emphasized terms like Web3 and NFTs, Dior chooses to focus on the product itself and the benefits it offers. This strategy allows Dior to tap into the world of blockchain without being weighed down by potential negative connotations or skepticism associated with certain terms.
Recently, Louis Vuitton also announced its entry into the NFT space with its first NFT collection. The collection features iconic trunks transformed into digital collectibles, each carrying a price tag of nearly $42,000. These NFTs also serve as access passes to future products, experiences, and the community of holders. The collection, called “Treasure Trunks,” will be limited to “several hundred” pieces, priced at €39,000 ($41,685) each. Owners of these NFTs will not be able to sell or gift them to others, nor can they be returned.
As luxury fashion brands explore blockchain technology and NFTs, they aim to offer unique experiences and benefits to their customers, bridging the physical and digital worlds in innovative ways.
