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Hugo Boss has recently partnered with Imaginary Ones, an esteemed Web3 firm, with its quest to jump into the NFT and Metaverse bandwagon.
Evidently, Hugo Boss is set to roll out its first-ever NFT collection dubbed the HUGO x Imaginary Ones, and this collaboration with Imaginary is set to give the world-class fashion brand a competitive edge.
It’s definitely a revamp or fresh take of Hugo Boss as it ventures into the Metaverse space with its NFT collection.
According to Hugo Boss Senior Vice President of Global Marketing & Brand Communications, Miah Sullivan:
“The metaverse is an exciting new space for fashion brands, one that is rich with potential for the company. We are excited to partner with Imaginary Ones to deliver an NFT collection of beautiful 3D assets that enables us not only to further explore this virtual world but also to share a message of self-acceptance and being true to yourself, which is at the heart of what HUGO stands for”.
The HUGO x Imaginary Ones NFT collection is set to be rolled out in November which will have over 1,001 3D animations dubbed “Embrace Your Emotions” (EYE). 
The purpose of this collection is for supporting and encouraging the freedom of expression and advocating that all feelings whether it is positive or negative – are authentic, raw, and valid.
Overall, the HUGO x Imaginary Ones NFT collection is determined to contribute to the promotion of mental health.
Six characters among the 1,001 NFT collection are said to be unique and possess special qualities. The five characters will be representing diverse human emotions including love, joy, fear, anger, and sadness.
The sixth character is a surprise and the complete set of all six characters of the Hugo x Imaginary Ones NFT collection will be auctioned for charity and in support of the World Mental Health Day happening on October 10.
Basically, 100% of the funds from the auction will go to the Youth Aware of Mental Health, a mental health program that encourages teens or young ones from 13 to 17 years old to explore the importance and basics of mental health.
The program is said to have helped around 85,000 young people in over 16 countries worldwide. Users will need an allowlist to gain access to the HUGO x Imaginary Ones EYE NFT collection to purchase the NFTs.
There is a total of 1,000 allowlist spots, and 500 of them will be given to customers who will buy the exclusive and elusive phygital t-shirts that have a QR code enabling users to be hauled in to the Shapchat Lens for that immersive augmented reality (AR) experience.
The remaining 500 of the total allowlist spots are to be evenly distributed from October 4 to all the current holders of the Imaginary Ones’ Genesis NFT collection.
HUGO and Imaginary Ones NFT holders are entitled to a sweet deal or 10% off when they shop at Hugo Boss online, and get exclusive HUGO x IO merchandise, content, and immersive experiences.

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Freelance writing is Christian’s other cup of tea. When not on his computer, he unwinds with a cold bottle of beer and laughs with his son over cartoons. Other than that, he’s just like everybody else who wants to be happy with their life.
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