Hugo Boss to launch NFTs and '360-degree Metaverse experience' with Imaginary Ones

The experience includes an NFT collection titled, Embrace Your Emotions (EYE), which aims to encourage everyone to connect with their feelings.
October 06, 2022 - Cynthia Chung

Hugo announced the launch of a ‘holistic 360-degree metaverse experience’ to honour World Mental Health day. This is a part of a ‘global refresh of the brand’ and its first NFT project. 


The NFT collection, dubbed ‘Embrace Your Emotions (EYE)’ will be launched in collaboration with whimsical NFT project Imaginary Ones in early November. It will feature 1,001 three-dimensional animations. 


‘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,’ Imaginary Ones explained in a release.


Six of the 1,001 NFTs represent five emotions: joy, sadness, fear, anger, and love. A special sixth character will be released on October 10, 2022, and all proceeds from the sale will benefit Youth Aware of Mental Health (YAM).


Hugo also said that 500 allowlist spots out of 1,000 will be distributed to customers who purchase a limited-edition phygital T-shirt. Each T-shirt will come with a QR code that will direct holders to a Snapchat Lens that features a special augmented-reality effect.


Holders will also gain access to Imaginary Ones’ staking ecosystem and enjoy perks including  a separate set of special Hugo x IO merchandise, experiences, content, and digital wearables. 


Photo: Hugo 


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