Stalwart French fashion brand Lacoste strides further into the world of non-fungible tokens, effectively making it an interactive playground for its UNDW3 community. The ecosystem, which first unraveled with the release of 11,212 PFP NFTs known as “Genesis Passes”, seems to weave an intriguing tale of immersive consumer experience via virtual collectibles.
These PFP NFTs, initially minted at 0.08 ETH each — the fiat equivalent of approximately $95 — served the dual purpose of offering the community limited-edition merchandise access and real-life event invitations. By September, the narrative saw the introduction of crocodile-themed PFPs, a nod presumably to the emblematic Lacoste branding.
Also suggested was an intriguing view into the brand’s Web3 ambitions: an interactive universe through which the passage of these NFTs would allow co-creation experiences. The view into this neo commerce realm has now broadened as Lacoste introduced a feature that transforms NFTs into UNDW3 cards. These cards, when tethered to a dedicated wallet, open an exciting smorgasbord, which includes creative sessions, contests, video games, and interactive dialogues. Plus, the holders who are active on the site can earn valuable points securing themselves a coveted spot on the leaderboard, thereby adding a layer of rarity to their NFT.
Such a concept is rather novel with Deputy CEO of Lacoste, Catherine Spindler, viewing it as a proclamation of Lacoste’s stint in the Web3 vision. She posits the idea of a dynamic NFT as testament to the brand’s audacious perception. With the fashion world flirting with passing trends of NFTs and the Metaverse, blockchain is viewed by Lacoste as a catalyst, propelling the ecosystem into a more immersive digital domain. The creation of this structure, which prizes co-creators while cultivating a reciprocal alliance with customers, stands to invite the audience into Lacoste’s inventive process.
The attempt of digitalizing its apparel isn’t a first for Lacoste. It previously collaborated with world-building platform Roblox to offer digital clothing. An observation of the fashion space reflects similar patterns, with brands like Nike, Adidas, Dolce & Gabbana and Gucci also joining the NFT bandwagon.
While the growing ubiquity of NFTs in fashion draws crowds and retains customer interest with its interactive offerings, caution is warranted considering the unpredictable nature of the crypto sphere and the environmental impact of NFTs. Regardless, this hybrid intersection of fashion and technology continues to intrigue, inviting us all into a rapidly evolving landscape.
Source: Coindesk
