French luxury fashion house Dior has unveiled its latest innovation in the fashion world by introducing a new line of men’s sneakers that leverage the Ethereum blockchain. The highly anticipated B33 sneakers, designed by Dior Menswear artistic director Kim Jones, are set to be released as part of the Men’s Fall 2023 collection. What sets these sneakers apart is their unique online authentication system and the accompanying non-fungible token (NFT).
Dior’s B33 sneakers will be unlike any other footwear on the market, as each pair will be linked to a “digital twin,” a matching NFT minted on the Ethereum blockchain. This revolutionary approach guarantees the authenticity of every pair and provides an additional layer of security for buyers. With only 470 pairs available, exclusivity is at the forefront, and each pair will come with a price tag of $1,350.
The fashion house aims to offer a seamless digital experience for B33 sneaker owners. In addition to the NFTs, six more styles of the sneakers will be released, featuring an NFC chip discreetly placed under the sole of the right foot. This chip will be associated with an encrypted key that provides access to a personalized online platform designed exclusively for owners of the B33 sneakers. On this platform, owners will find digital certificates of authenticity for their shoes, along with a range of exclusive yet undisclosed services. Prices for these additional styles will range from $1,000 to $1,100.
Dior’s strategic approach to Web3 integration
Dior’s foray into blockchain technology aligns with the broader strategic direction of its parent company, LVMH. However, the luxury conglomerate has shown great interest in the potential of Web3 and cryptocurrency, with several of its brands already incorporating blockchain-based features into their products and programs. Hennessy, TAG Heuer, and Louis Vuitton are just a few examples of LVMH-owned brands embracing this trend.
However, what makes Dior’s approach distinct from the rest is its deliberate avoidance of overt blockchain-related terminology in its promotional materials for the B33 sneaker line. Unlike previous campaigns by LVMH, which heavily emphasized terms like Web3 and NFTs, Dior has focused on the product itself and its unique benefits. By doing so, Dior aims to tap into blockchain technology without the potential skepticism or negative connotations associated with certain buzzwords.
Dior’s announcement comes in the wake of Louis Vuitton’s recent introduction of its first NFT collection, featuring iconic-trunk-turned-digital-collectibles with a price tag of nearly $42,000. The fashion giant has created a collection of phygital “Treasure Trunks” that serve as both art pieces and access passes to future products, experiences, and a community of holders. These limited-edition trunks cost €39,000 ($41,685) and cannot be sold, gifted, or returned.
As blockchain technology continues to gain popularity and acceptance, fashion brands like Dior and Louis Vuitton are pioneering the integration of Web3 elements into their offerings. By combining fashion with blockchain-backed features, these brands aim to provide customers with unique and exclusive experiences, ensuring their products’ authenticity and security. The marriage of luxury fashion and cutting-edge technology opens up a new realm of possibilities for the fashion industry as it embraces the digital era.
