Luxury fashion house Dior has unveiled a groundbreaking line of men’s sneakers, known as the B33, which are intricately linked to its “digital twin” and integrated with the Ethereum blockchain.
Each pair of the B33 sneakers is connected to a non-fungible token (NFT) through an encrypted key, although Dior has chosen not to explicitly label this initiative as an “NFT” endeavor.
Sneakers Alert.
Introducing ‘B33’ sneakers by Kim Jones, from the #DiorMenFall 2023 collection. Each pair is equipped with an encrypted key granting access to a secure platform and exclusive services. Sign up to be the first to shop them online from July 6.— Dior (@Dior) June 29, 2023
Designed by Kim Jones, the Artistic Director of Dior Menswear, the B33 sneakers will be featured in Dior’s Men’s Fall 2023 collection. The company announced via Twitter that these exclusive sneakers will have a limited release of just 470 pairs, priced at $1,350 each. Through this unique integration with the Ethereum platform, Dior aims to provide digital certificates of authenticity, elevating the luxury experience for its customers.
In addition to the digital twin NFT-linked B33 sneakers, Dior’s upcoming collection will include six additional styles. These sneakers will feature an NFC chip under the right foot but will not have a digital twin NFT. Their prices will range from $1,000 to $1,100.
Dior’s move aligns with the current Web3 trends and follows similar endeavors by other brands under the LVMH parent company. Notable brands such as Hennessy, TAG Heuer, and Louis Vuitton have also integrated blockchain technology into their operations.
The adoption of blockchain technology by Dior and its sister brands underscores the growing convergence of luxury fashion and digital innovation, ushering in a new era in the industry.
Compiled by Coinbold