French luxury fashion house Dior has announced the upcoming launch of a new NFT-backed sneakers collection. The “B33” sneakers, designed by the brand’s artistic director Kin Jones, make part of Dior’s men’s fall 2023 collection.
According to a tweet posted by the brand’s official Twitter account, the items are equipped with “encrypted keys” that grant owners access to a “secure platform” and exclusive services. Notably, only one of the seven styles includes a corresponding non-fungible token. The other six designs, which will be released in the nearest future, will be equipped with near-field communication chips but will not feature “digital twin” NFTs.
There is currently not much information about the collection. However, in a tweet, Dior wrote that the first design to drop online is the exclusive turquoise Dior Oblique mohair and brown suede “B33” kicks. The brand will reportedly release only 470 pairs of the style. The kicks are set to drop on July 6.
“Each pair of this sneaker is linked to its own Digital Twin, a unique and secure digital creation on the Ethereum blockchain, for the first time in the history of Maison Dior,” states the product description on the brand’s official website.
Individuals wishing to receive notifications about the release can sign up on Dior’s website. The United States-based clients can sign up for the alert by clicking the “Reminder” on their iOS devices’ apps.
It is interesting to note that in its promotional tweets, Dior does not use such terminology as “NFT,” “blockchain,” or “web3.” This might mean that the brand does not want to be associated with potential “scam” projects widely spread in the NFT space or wishes to enter the web3 space quietly.
Dior is not the only fashion brand to release non-fungible token-backed sneakers. In June this year, Adidas Originals partnered with FEWOCiOUS for NFT-backed physical sneakers containing NFC chips. The same month, Puma tapped NBA star LaMelo Ball and Gutter Cat Gang to release NFT sneakers.
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Source: mPost
