Gen-Z favorite Diesel has teamed up with the prolific NFT collective Hape to bring a new series of digital collectibles to the metaverse. The collaboration, which will officially launch in January 2023, will see both labels teaming up to launch the NFTs, along with Diesel Genesis Hape, a dedicated brand ambassador who will reside in both the Hape community and the broader Web3 realm. . The mascot will also provide Hape’s brand partners with a personality to “present, express and create their brand narrative within the Hape family.”

The digital collectibles will offer unique value online and offline for fashion and Web3 enthusiasts alike. This includes a limited-edition design of Diesel’s iconic 1DR POD crossbody bag, as well as access to exclusive events and community benefits to come later.

Diesel x Hape collaboration presents a limited edition 1DR POD shoulder bag. Photo: Diesel

“Diesel is a perfect and suitable strategic partner for Hape, as we both have streetwear in our DNA and believe in the power of technology to shape the future of fashion,” Hape founder. digital saying daily jing. “Diesel is a storied brand, but it is also very progressive and forward thinking that is willing to evolve as needed. As partners, we share this same spirit.”

2022 proved that streetwear metaverse strategy remains supreme; from RTFKT x Nike to Azuki x Ambush, this year the industry has dominated digital like never before. It also saw Diesel return to the spotlight as one of the most exploited and culturally savvy luxury brands after a dip in global prominence.

As the house’s creative director, Glenn Martins brought the label back to life through striking silhouettes (her belted miniskirt went viral on TikTok earlier this year) and taking a fresh, contemporary direction in design. Following its success on the traditional fashion runway, the brand is now focusing on tapping into the digital zeitgeist.

“For Diesel, this partnership marks another important step on the road to Web3. Being present in this space represents not only a technological revolution but also a cultural and social one”, highlights Stefano Rosso, CEO of Brave Virtual Xperience of the OTB group. Diesel’s parent company, OTB, launched its metaverse-focused initiative in 2021 to oversee all product development, projects, and experiences designed for the virtual realm.

The partnership marks another milestone in the takeover of the fashion metaverse. Looking ahead, streetwear will continue its reign in the virtual space thanks to its ability to take risks and open new horizons of possibilities in Web3.

“Streetwear is famous for pushing boundaries and redefining luxury fashion as we know it. It is not surprising that he leads the innovation in Web3”, explains Digital. “All of these innovations are creating new opportunities to increase brand loyalty and engagement through virtual and real-world experiences.”

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