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Luxury Fashion House Dior Embraces Ethereum for New Line of Men’s Sneakers

Luxury fashion titan Dior has launched a novel range of men’s sneakers, integrated with the Ethereum blockchain, accompanied by a complementary non-fungible token (NFT).

Named the B33, these sneakers feature in Dior’s Men’s Fall 2023 collection. The creative mind behind their design is Dior Menswear’s artistic director, Kim Jones, as revealed in a recent Friday tweet by the company.

The distinguishing aspect of these sneakers lies in their distinctive digital authentication mechanism paired with an NFT. Every individual pair will be associated with a “digital twin,” an NFT counterpart created on the Ethereum blockchain.

This ensures that every B33 sneaker not only has a distinct digital version, solidifying its authenticity, but also offers an enhanced security layer for its purchasers.

Dior’s B33 sneakers will have an exclusive release, limited to just 470 pairs, with each pair tagged at $1,350.

Beyond the NFT-integrated shoes, Dior will roll out six other B33 sneaker variations, each embedded with an NFC chip, specifically located beneath the sole of the right shoe.

This chip contains an encrypted key, granting its bearers exclusive entry to a customized online portal.

Within this digital space, purchasers can locate their shoes’ digital authenticity certificates and an array of special services, the specifics of which remain under wraps. The cost for these NFC-chip incorporated designs will fluctuate between $1,000 and $1,100.

Fashion Brands Jump on the NFT Craze

Dior’s foray into blockchain reflects a broader trend within its parent conglomerate, LVMH, which has been showing a keen interest in Web3 and the realm of cryptocurrencies.

Several brands under the LVMH umbrella, including the likes of Hennessy, TAG Heuer, and Louis Vuitton, have already woven blockchain-centric attributes into their product line and initiatives.

Megan Kaspar, a renowned crypto investor and a foundational figure at Red DAO, commented, “Next major fashion brand to jump into web3: Dior.”

She further observed a rising trend where “brands are subtly integrating web3 into their products.”

Dior’s latest announcement is distinguished by its conscious decision to sidestep explicit blockchain jargon.

Contrary to prior LVMH campaigns that heavily leaned into terminologies such as Web3 and NFTs, Dior has consciously opted out of employing these buzzwords in the promotional discourse surrounding the B33 sneaker line.

The rising adoption of blockchain technology notwithstanding, phrases like Web3, crypto, and metaverse can occasionally evoke skepticism or even negative undertones for some.

By centering its narrative on the inherent value of the product and the tangible advantages it brings, Dior seems to be strategically engaging with the blockchain universe without entangling itself in any potential controversy associated with it.

Earlier in the month, Louis Vuitton made waves by introducing its inaugural NFT collection, where each digital rendition of their iconic trunk bore a hefty price tag of approximately $42,000.

Louis Vuitton has curated a collection of “phygital” (a blend of physical and digital) “Treasure Trunks.”

More than just digital collectibles, these NFTs also function as keys, granting their holders exclusive access to upcoming products, unique experiences, and a special community of like-minded owners.

The release will comprise “several hundred” of these trunks, each priced at €39,000 (equivalent to $41,685). A significant restriction is that the purchasers won’t have the liberty to resell, bestow, or return these unique digital assets.

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