Lacoste, a French-based luxury clothing brand, has launched a new NFT collection expanding into Web3.
A press release from the firm said the new experience would come through its aptly named UNDW3 (pronounced ‘underwater’).
According to the announcement, the community around the brand will use the digital experience to “take ownership” of the firm.
UNDW3 with the iconic Alligator brand
Lacoste’s NFTs will feature the iconic crocodile, with a total of pieces released in line with the L1212 polo shirt invented by the fashion brand’s founder René Lacoste.
On June 6, Lacoste launched a Discord server for NFTs, which was attended by 55,000 people. The firm said 30,000 customers registered within the first 48 hours. The collection went live on Tuesday, June 14, giving fans a chance to create an underwater NFT.
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At 12h12 CET time, you will have the opportunity to mint #under the water NFT.
Do you know what you will get from being the owner of? #nft below?
Let’s dig in together.🤿 #UNDW3 1/7 pic.twitter.com/HyOqwRzVQ0— Lacoste (@LACOSTE) 14 June 2022
In total, Lacoste plans to launch 11,212 NFTs in the first instance, with each NFT worth 0.08 ETH.
In addition to the NFT giving holders exclusive access to the UNDW3 universe, it will also bring together the brand’s customers and fans.
The firm says this is only the first leg of its journey in Web3 and expects to see further growth in the next few years.