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Hogan to debut virtual store and NFT drop at Decentraland's Metaverse Fashion Week

Jeremy Lim
22 March 2022

Italian luxury brand Hogan has announced its activations for Decentraland's Metaverse Fashion Week (MVFW), which is set to take place this week from 24 to 27 March.

The brand has partnered with NFT marketplace Exclusible to debut the "Hogan Untraditional NFT Collection" at the "Hogan-X" afterparty on 26 March. The event will present the first-ever dance competition in the virtual world, with prizes consisting of POAPs, pre-sale NFT spots and exclusive NFTs.

Curated by creative studio Braw Haus, the NFT project will feature works by artists Silvio Rondelli, Yoann De Geetere, Linear, Vincent Ghiotti and Finn Berenbroek, and will be available for sale to the public on 3 April.

Hogan will also open a pop-up store residency within Boson Protocol's metaverse marketplace during MVFW, which will offer Hogan's physical products as redeemable NFTs.

Andrea Della Valle, President of Hogan and Vice-President of the Tod’s Group said: "Hogan has a natural instinct for innovation. This project is a step forward into the digital era for our brand. Exclusible’s innovative and highly sought-after web3 activations are world famous, so we decided to partner with Thibault and his team on this new venture. We look forward to debuting Hogan’s first NFT collection and throwing an amazing party."

Thibault Launay, Exclusible Co-Founder and CEO added: "We are excited to work with Hogan for its first NFT drop. The metaverse opens vast opportunities for luxury brands to develop a new business segment around digital assets and connect with an entirely new generation of users. We believe that by introducing brands from real life to the almost limitless possibilities of the metaverse, we help create the perfect conditions for the blossoming of lively metaverse communities."

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