French clothing company Lacoste has just launched its first NFT project, dubbed “Undw3”, pronounced “underwater”. The NFT collection features an image of a crocodile, merging the brand’s iconic crocodile symbol with web3.
About the Undw3 NFT Collection
The Crocodile NFT collection, limited to 11,212 pieces, refers to the iconic Lacoste polo shirt L1212. Catherine Spindler, Lacoste’s Chief Brand Officer, commented on the company’s web3 venture: “UNDW3 is a testament to our desire to accompany the phenomenon of decentralization driven by Web3, and testifies to our ambitions in this area as well as the power of our brand: to bring our communities and connect cultures around the crocodile.” Furthermore, Spindler mentioned that the NFT collection is “a true rally mark around the world” and proposes an “experimental, interactive and co-creative” Lacoste universe.
Lacoste & web3
With the release of its NFT project Undw3, Lacoste aims to bridge the physical and digital realms of retail. On Twitter, the brand commented that by purchasing the new NFT, owners will have a say in the future of the brand. Therefore, Undw3 holders will not only own a uber cool NFT, but also join an exclusive Lacoste fan community and have access to physical and digital benefits.
It’s safe to say that Undw3 has already proven successful. The first drop, which took place on June 14th, is already sold out. What’s more, the The clothing brand DAO already has 8577 members. Therefore, we can safely assume that Undw3 is just the beginning of Lacoste’s ventures into web3!