Hogan, an Italian luxury brand, will be participating in Decentraland’s Metaverse Fashion Week. It runs from March 24 through 27, and includes a virtual pop-up store and the brand’s first NFT drop.

Exclusible is Hogan’s new marketplace for luxury NFTs, and upscale metaverse activations. The ‘Hogan Untraditional NFT Collection’ is being launched by Hogan. It is described as “happy and edgy” and celebrates the brand’s first ever sneaker.

On March 26, the NFT will be dropped at a star-filled ‘HoganX’ afterparty. This will host the first-ever dance competition in virtual reality. Prizes include POAPs, exclusive NFT spots, and pre-sale NFT slots.

Creative studio Braw Haus will curate the NFT project and it will include artists Yoann De Geetere and Linear as well as Vincent Ghiotti, Finn Berenbroek, Finn Berenbroek, and Silvio Rondelli. Exclusible will sell the NFTs artist series on April 3.

Andrea Della Valle is president of Hogan, and vice-president at the Tod’s Group. She stated in a statement that Hogan has a natural ability to innovate. This project represents a leap forward in the digital age for our brand. Exclusible’s web3 activations, which are innovative and highly respected, are world-famous. We partnered with Thibault to help us launch this venture. We are excited to unveil Hogan’s first NFT collection, and throw an unforgettable party.”

Exclusible partners with Hogan to launch the first NFT drop

Thibault Launay, chief executive and co-founder of Exclusible, said: “We are thrilled to work with Hogan on its first NFT drop. The metaverse offers luxury brands huge opportunities to create a new segment of business around digital assets and connect to a whole new generation of users.”

“We believe that by introducing brands of real-life to the virtually limitless possibilities of the metaverse, we help create conditions for the flourishing of vibrant metaverse communities.”

Hogan will also open a virtual store in Decentraland as part of Boson Protocol’s metaverse market, which features a boulevard full of luxury brands and metaverse stores. Hogan’s products will be sold at the pop-up as redeemable NFTs.

Justin Banon, the co-founder of Boson Protocol, said that “Ahead Of Metaverse Fashion Week we’ve seen incredible traffic so far from brands dive into selling physical products as NFTs within Boson’s Portal’s Fashion District, Decentraland, cementing Boson Protocol’s position as de facto solution to metaverse commerce. We are excited to announce a long-term partnership between Hogan and Boson Protocol as we see huge demand from global brands to sell their products in the metaverse.”

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