Oct 6, 2022
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Hugo links with Imaginary Ones for NFTs and with Replay for denim

Oct 6, 2022

Hugo Boss’s Hugo brand is busy at the moment, announcing that it will collaborate with Web 3.0 company, Imaginary Ones on a holistic, 360-degree metaverse experience, just after unveiling a denim collab with Replay

Hugo/Imaginary Ones

The Imaginary Ones link-up sees it taking “a major step forward in its exploration of the metaverse, as the launch of its first-ever NFT collection marks another significant milestone in the global refresh of the brand in 2022”.

An exclusive Hugo x Imaginary Ones NFT collection of 1,001 3D animations, entitled ‘Embrace Your Emotions’ (EYE), will be launched in early November. 

The aim of the collection is to “encourage everyone to connect with their emotions, and to share a message that all feelings – positive and negative – are valid and should be embraced, as the freedom to feel and express can significantly improve mental health and overall well-being”. 

Hugo said that of the 1,001 NFTs, six characters will contain special attributes (five of them being joy, sadness, fear, anger, and love). The collection is also set to benefit a charitable cause as, to mark World Mental Health Day on October 10, a special sixth character bringing together all five emotions will be auctioned, with 100% of the proceeds donated to Youth Aware of Mental Health (YAM). 

An allowlist will provide access to the collection, and enable purchase of the NFTs. And there’s a strong product link. Of 1,000 allowlist spots, 500 “will be allocated to customers who purchase an exclusive phygital T-shirt”. There are 500 limited-edition T-shirts for sale, and each will contain a QR code where users will be directed to a Snapchat Lens to create an augmented reality effect.

The remaining 500 allowlist spots are being distributed to existing holders of the Imaginary Ones’ genesis NFT collection, and through activities on Imaginary Ones’ Twitter and Discord platforms.

Miah Sullivan, Senior VP of Global Marketing & Brand Communications at Hugo Boss, said: “The metaverse is an exciting new space for fashion brands, one that is rich with potential for Hugo.”

Hugo and Imaginary Ones will “explore other ways to continue strengthening this partnership and provide further value to holders of the collection, including exclusive experiences in the metaverse”.


Meanwhile, the denim link-up with Replay sees them launching an autumn collection bringing together classic and trend-driven styles with easy-wear jersey pieces.


Each Hugo/Replay style features a signature red label with the logos of both brands. The capsule has been developed using certified organic cotton fabrics throughout.

The offer includes jeans, jackets, shirts, tees, and hoodies in various washes across the women’s and men’s collections.

To promote it, TikTok creators Oluwanifewa Agunbiade (@Itsjustnifee), Louis Powell (@youngmanpowell) and Isla Loba (@isla) star in a “playful social-first campaign, shot in London”. 

Each individual shows how they incorporate the collection into their day, “putting together a series of different outfits by adding their own accessories, styling pieces, and – of course – attitude”.

TikTok is also offering “instant inspo thanks to a branded ‘Replay Your Day' rewind effect released to mark the launch. Creators will use the effect to create dynamic and immersive content as they switch up the collection from day to night”.

And there’s a #HUGOReplay hashtag challenge to give all TikTokers access to the exclusive rewind effect, branded graphics, and audio assets.

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