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Fashion brand Hugo Boss has announced its return to the Roblox metaverse, unveiling an initiative centered around its new brand line, Hugo Blue — a collection entirely dedicated to denim.
The metaverse activation, dubbed “Planet Hugo,” unfolds within a blue-themed virtual setting, infused with denim elements.
Within this virtual space, users can not only explore but also engage in various activities and mini-games. For instance, The “Hugo Fashion Match” allows users to challenge friends to a style showdown, while treasure hunts enable them to find hidden items and earn ticket prizes.
The metaverse experience also includes the “Hugo Hangout,” a designated space where users can discover the official HUGO User-Generated Content (UGC) collection. Here, users can exchange the ticket prizes they accumulate for items from this collection.
While this marks Hugo Boss’ first comprehensive foray into the metaverse, the brand has been actively involved in the Web3 space since February 2022. At that time, the company filed a trademark application under the title “BOSS,” signaling its intent to venture into the metaverse by offering virtual goods such as clothing, watches, jewelry, and footwear.
In March 2022, Hugo Boss collaborated with the women-focused non-fungible token (NFT) project Boss Beauties to host a 1/1 NFT auction. Proceeds from the auction supported the “Dream Like A Boss” mentorship program, aimed at providing mentorship to young girls for shaping their careers.
Further extending its Web3 presence, in October 2022, Hugo Boss partnered with Imaginary Ones to launch “Embrace Your Emotions,” an NFT collection designed to encourage people to embrace their feelings.
In its most recent initiative in September 2023, Hugo Boss introduced exclusive NFL-themed virtual hoodies on Roblox’s Super NFL Tycoon for the 23-24 season.
