UNDW3 will allow communities linked to the brand to participate in realizing the company’s fashion vision
Lacoste is launching its first experience on Web3, called UNDW3 — a term that means “underwater” in English.
The initiative came after the brand’s collaboration with Minecraft, which was Lacoste’s first projection into the virtual world with the installation of Croco Island in the game.
Now, the submerged universe will allow communities linked to the crocodile brand to collectively and actively participate in the realization of the company’s fashion vision.
“UNDW3 proves our desire to support the decentralization phenomenon realized by Web3 and demonstrates our ambitions in this area. It is a worldwide mobilization offering an experiential, interactive and co-creative universe under the image of creativity and avant-garde of Lacoste”, said Catherine Spindler, Brand Director at Lacoste.
To kick off the experience, Lacoste launched a server that makes it possible to connect to the Discord platform, so that its members are informed about updates in the Lacoste universe on Web3 in real time. The server had more than 30,000 subscribers in 48 hours.
In addition, on June 14, the brand put on sale its first NFTs that brought the image of the crocodile emerging from the water. In total, 11,212 pieces were launched at 0.08 ETH (about 95 euros), of which 11,212 are a reference to the polo shirt L1212, created by René Lacoste, founder of the brand.
With UNDW3, collectors will be able to access digital, physical and experiential benefits as products co-created exclusively for them. The universe is the first phase of Lacoste’s development on Web3.
