France-based luxury clothing brand Lacoste has launched a new NFT collection while expanding into Web3.
The company’s press release says the new experience will come through its aptly named UNDF3 (pronounced “underwater”).
The community around the brand will use the digital experience to “own” the company, the announcement said.
UNDF3 Iconic Crocodile Brand
Lacoste’s NFT will feature the iconic crocodile, with the total number of releases corresponding to the L1212 polo shirt invented by fashion house founder René Lacoste.
On June 6, Lacoste launched a Discord server for NFTs, which attracted 55,000 participants. The company said it registered 30,000 subscribers in the first 48 hours. The series went live on Tuesday, June 14th, giving fans the opportunity to mint underwater NFTs.
𝐓𝐨𝐝𝐚𝐲 𝟎𝟔/𝟏𝟒 𝐢𝐬 𝐋𝐚𝐜𝐨𝐬𝐭𝐞 𝐋𝐢𝐬𝐭 𝐌𝐢𝐧𝐭𝐢𝐧𝐲
At 12:12 CET you will have the chance to mint #underwater NFTs.
Do you know what you get for owning the #NFT below? Let’s dig together. 🤿 #UNDW3 1/7 pic.twitter.com/HyOqwRzVQ0
— Lacoste (@LACOSTE) June 14, 2022
Lacoste plans to launch 11,212 NFTs in the first round, each priced at 0.08 ETH.
In addition to giving holders exclusive access to the UNDF3 universe, the NFT will also bring together the brand’s customers and fans.
The company says this is just the first phase of its journey into Web3 and expects to see further growth in the coming years.