Luxury brand Lacoste has joined the web3 ecosystem with the launch of UNDW3 – pronounced underwater. This forward-looking decision was made public by the company in a press release. The UNDW3 universe will let the Lacoste community participate in furthering the brand’s fashion-sport vision.
According to the press release UNDW3 lets Lacoste community members own the brand in a creative manner. In preparation for UNDW3’s launch, Lacoste rolled out its Discord server on June 6. The Discord channel will help keep each community member informed about developments in Lacoste’s web3 universe.
Over 30,000 subscribers to Discord were eager to learn more about the Lacoste Web3 ecosystem. This was within 48 hours of the launch.
Lacoste intends to release its first NFT (non-fungible token) collection by June 14. Each NFT will cost 0.08 Ethereum (ETH), or approximately $100 to $120. Each NFT will include unique photos of the Lacoste-crocodile emergent from the waters.
The number of NFTs represents the iconic L1212 polo shirt, which Lacoste founder René Lacoste invented.
Catherine Spindler (Chief Brand Officer, Lacoste)
“UNDW3 attests to our desire to accompany the phenomenon of decentralization driven by Web3 and bears witness to our ambitions in this area as well as to the power of our brand: to bring together our communities and connect cultures around the crocodile, a true rallying sign throughout the world, by proposing an experiential, interactive and co-creative universe, in the image of Lacoste’s creativity and avant-gardism.”
First step of a long and difficult journey
By holding the Lacoste NFTs, collectors will get access to the brand’s web3 universe – a long-term collaborative community. The collectors will also be able access to a unique ecosystem, as well digital and physical benefits from the Lacoste world.
Lacoste’s foray in the web3 ecosystem demonstrates that it is committed to connecting different cultures and communities. The initiative aims to connect NFTs and Lacoste enthusiasts, as well as pop culture fans. It is worth noting that UNDW3 is Lacoste’s initial step into the web3 ecosystem.
Lacoste is the latest brand to be part of the new web3 ecosystem through UNDW3. NFTs were launched by brands such as Gucci, Philipp Plein and Louis Vuitton in the past. This is a sign of growing web3 interest from fashion houses.
Pixabay image by Engin Akyurt