HUGO’s latest collaboration is for the inner creative within us all. Working with Imaginary Ones, a Web3 entertainment company that spearheads immersive experiences with the mission statement that “if you can imagine it, we can build it”, the younger of the two HUGO BOSS brands has crafted a special edition, customisable denim jacket. A product of their new denim line, HUGO BLUE, the piece comes with patches to personalise and an entire digital world. Hidden beneath the HUGO flower patch, an NFC tag leads customers to an exclusive WebAR-powered experience, where their digital wearable awaits. Users can dress their avatars in the skin on Roblox, and pair it with a matching helmet.

The news was initially shared with the Imaginary Ones community on Discord and X back in March, when the jackets became available to reserve via a cryptocurrency USDT deposit. Within an hour, all jackets were reserved — highlighting the power and future of a creative, digital fashion industry and HUGO’s place as a leader within it.

Watch the trailer…