The luxury fashion house Dior has unveiled a unique line of men’s sneakers linked to its ‘digital twin’ that are integrated with the Ethereum blockchain.
The innovative step taken by Dior links each pair of the new sneakers, termed the B33, with a non-fungible token (NFT). However, Dior refrained from explicitly labeling this as an ‘NFT’ initiative.
Artistically designed by Kim Jones, the Dior Menswear Artistic Director, the B33 sneakers will be part of Dior’s Men’s Fall 2023 collection.
According to a Friday tweet from the company, these exclusive sneakers will be released in a limited run of only 470 pairs, each priced at $1,350. With this initiative, Dior aims to provide digital certificates of authenticity for their shoes through the Ethereum platform, enhancing the luxury experience for its customers.
Dior’s upcoming B33 sneaker collection will include six additional styles with an NFC chip under the right foot, but without a digital twin NFT. They will be ranging in price from $1,000 to $1,100.
This move by Dior is in line with recent Web3 trends and follows similar moves by other brands under the LVMH parent company. Brands such as French cognac Hennessy, watchmaker TAG Heuer, and luxury fashion house Louis Vuitton have also taken steps towards integrating blockchain into their operations.
The embrace of blockchain technology by Dior and its sister brands underlines the growing intersection of luxury fashion and digital innovation, shaping a new era in the industry.