Iconic fashion luxury house Dior has recently introduced a groundbreaking addition to its lineup – a collection of sneakers paired with non-fungible tokens (NFTs).
The newly unveiled B33 sneakers are designed to showcase the brand’s commitment to innovation. Each pair will feature an NFC chip placed under the sole of the right foot, enabling access to a dedicated platform. This platform will provide holders with a digital certificate of authenticity, along with other unique services and benefits.
Also, each B33 sneaker pair will come with its own digital twin, a unique and securely encrypted digital representation on the Ethereum blockchain.
Fashion fans and tech-savvy individuals alike will have the chance to acquire these coveted “phygital” shoes when they officially launch on July 6, 2023, through the official Dior website. The pricing range for these pairs will be set between $1,000 to $1,350.
Dior’s foray into the NFT realm marks a milestone as it becomes one of the few fashion brands to intertwine physical products with blockchain technology.
This isn’t the first time Dior has embraced the Web3 world. In November 2023, the brand’s beauty subsidiary joined forces with Web3 company Emperia, launching a Christmas-themed virtual store where shoppers could explore products virtually and directly make purchases within the virtual space.