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Lacoste launches Web3-based digital experience and NFT collection

Jeremy Lim
15 June 2022

Following a collaboration with Minecraft for its first immersive virtual world, Lacoste is now launching its first Web3 experience, UNDW3 (pronounced underwater).

Described as "a journey allowing community members to experience collaborative fashion in a new creative way", the UNDW3 experience will evolve over time alongside contributions from community members.

The French company launched its dedicated discord server last week, which serves to encourage exchange, interaction and co-creation while giving members real-time updates on the development of the brand’s Web3 universe.

Lacoste also dropped a collection of 11,212 non-fungible tokens (NFTs) on its dedicated site. NFT owners will be granted access to the brand’s Web3 universe, digital, physical and experiential benefits as well as co-designed products reserved exclusively for them.

Catherine Spindler, Chief Brand Officer at Lacoste, said: "UNDW3 attests to our desire to accompany the phenomenon of decentralisation 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."

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