Hugo Boss announces the ‘360-degree metaverse experience’ with new NFT line Hugo Boss announces the ‘360-degree metaverse experience’ with new NFT line

Hugo Boss announces the ‘360-degree metaverse experience’ with new NFT line

Fashion giant teamed up with Imaginary Ones to launch its NFT line, and the new metaverse experience.

Hugo Boss announces the ‘360-degree metaverse experience’ with new NFT line

Cover art/illustration via CryptoSlate. Image includes combined content which may include AI-generated content.

Hugo Boss announced partnering with the web3 company Imaginary Ones to launch its own NFT line, which will offer a new 360-degree experience of the Metaverse.

This will be the first NFT collection of Hugo Boss and its first experience with the Metaverse. The fashion brand said its entrance to the Metaverse with a holistic experience is a significant milestone in “refreshing” the brand globally.

The NFT collection is expected to launch in early November 2022 and will aim to encourage everyone to connect and own their emotions, whether they’re positive or negative.

Project partner Imaginary Ones commented said:

“The aim of the collection is to encourage everyone to connect with their emotions, and to share a message that all feelings – positive and negative – are valid and should be embraced, as the freedom to feel and express can significantly improve mental health and overall well-being.”

The collection will be titled ‘Embrace Your Emotions’ (EYE) and will include 1,001 NTFs with 3D animations. It will also be the first Asia-based NFT project partnered up with a global fashion brand.

The collection

Each NFT will include one of six characters. Five of them represent five primary human feelings of joy, sadness, fear, anger, and love. A sixth special character will appear to combine all five emotions together.

Joy character from the collection
Joy character from the EYE collection

In addition to raising awareness of mental health and well-being, the collection will also serve a charitable cause. The sixth special character that combines all emotions will be auctioned on World Mental Health Day, which is on Oct. 10. All proceeds of the auction will be donated to Youth Aware of Mental Health (YAM).


Physical T-shirts also accompany the collection. A total of 500 T-shirts are open for sale, each containing one of the emotion characters and a QR code that directs users to a Snapchat Lens that creates a special effect.

An allowlist of 1,000 investors will be created to give access to the NFT collection, and half of the spots on the list will be given to customers who purchase one of the exclusive T-shirts. The remaining spots will be distributed amongst investors who hold one of the Imaginary Ones’ genesis NFTs and participants in activities that will start on Imaginary Ones’ Twitter and Discord platforms on Oct. 4.

The EYE NFT holders will receive a 10% discount valid for ten months on Hugo Boss stores worldwide. In addition, all holders will also be able to access Imaginary Ones’ staking ecosystem, which gives holders a set of HUGO x 10 merchandise that includes wearables, experiences, and other content.

Posted In: Metaverse, NFTs