A French clothing company called Lacoste has made an NFT line based on their famous crocodile logo. The holders of these 11,212 NFTs, called “UNDW3,” can join Lacoste’s new Web3 community.
Lacoste put out their “UNDW3” NFTs on the Ethereum network on June 14. The brand’s Twitter account says that these NFTs sold out quickly, and the only place to buy them now is on Lacoste’s OpenSea website.
If you’re wondering why Lacoste made 11,212 NFTs, the number comes from the famous Polo L1212 that the company makes. But Lacoste polo shirts are not one of these NFTs. Instead, each “UNDW3” NFT shows a movie of the bright eyes of a crocodile looking out of a pond.
Do you know why crocodiles keep their mouths open?
To shout: SOLD OUT.
And to recognize the 8577 members on our 11212 NFT supply, this is our #underwater family.
None of this would have been possible without your trust, devotion and creativity.
1/2
— Lacoste (@LACOSTE) June 16, 2022
Before “UNDW3” came out, Lacoste talked about all the benefits that NFT holders could get. All people who are part of the “UNDW3” community will have access to special goods and activities. Lacoste also encouraged people in the community to give ideas for new designs or to make their own clothes.
Lacoste said on Twitter that it believed in the potential of “virtual reality” and “the metaverse,” even though the crypto market is uncertain. Catherine Spindler, Lacoste’s chief brand officer, said that Web3 technologies match the brand’s “creativity and avant-gardism.”
Before releasing its “UNDW3” NFTs, Lacoste made its own Discord channel so it could talk to fans better. Lacoste also set up a DAO through which NFT holders can vote or make suggestions.
A few months ago, Lacoste showed interest in making metaverse experiences. In March, a French clothing company added an interactive “Croco Island” to the game Minecraft.
Clothing companies are getting more visible on Web3
Lacoste’s “UNDW3” NFT community is an example of a new trend in the clothing business. In the past few months, Rarity Sniper has written about many fashion companies that are using Web3 technology to reward customers with in-person items and VIP experiences.
With its “D:VERSE-KEY NFTs,” for example, Diesel built a society in the metaverse. People who have a “D:VERSE” NFT can join Diesel’s online community and find out about upcoming NFT releases. Some of the more rare “D:VERSE” NFTs gave away real things, like trendy shoes and puffy coats.
Gap is another company that is not afraid to use NFTs and the metaverse as part of its business plan. A lot of NFTs have been put on the Tezos network by an American clothing company. Rarity Sniper just found out that Gap has been making a virtual version of their Times Square store in the Roblox metaverse.
When we talk about digital stores on Roblox, we should mention that Gucci just released “Gucci Town” on the popular metaverse platform. In “Gucci Town,” you can buy NFT wearables and hang out at an outdoor café, play minigames, and take selfies in a unique place.
Even though Lacoste’s idea for an NFT community is ambitious, the idea isn’t new in the fashion world.
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