With its new virtual project UNDW3 (pronounced: Underwater), the French fashion label Lacoste has created a first Web3 experience for its customers and communities. This should give them the opportunity to “actively participate in the brand and its fashion sports vision,” according to the label.
“UNDW3 is a goal achieved in our desire to accompany the phenomenon of decentralization through Web3. It is a testament to our ambitions in this area as well as the power of our brand: to bring together communities and cultures around the crocodile by offering an experiential, interactive and co-creative universe that reflects Lacoste’s avant-gardism and creativity,” comments Lacoste- Brand boss Catherine Spindler in a statement.
In the run-up to this, Lacoste launched its own Discord server on June 6th, which makes it possible to inform members in real time about innovations in the Lacoste Web3 universe. “This exchange should be perceived as part of a collective experience based on interaction and co-creation,” says Lacoste. The Discord server had more than 30,000 subscribers in just 48 hours.
From Tuesday, June 14th, Lacoste will then offer a first batch of its NFTs for sale: 11,212 pieces at a price of 0.08 ETH (around 95 euros), showing the image of the crocodile emerging from the water. 11212 is a nod to the well-known polo shirt L1212 created by founder René Lacoste.
With these NFTs, collectors get privileged access to Lacoste’s Web3 universe, intended as a long-term collaborative community. They will have access to an ecosystem and digital, physical and experiential benefits such as co-created products exclusively for them. The brand plans more Web3 projects in the following seasons.