Fashion brand Diesel is expanding its Web3 initiative, Metamorph, with the launch of a new watch collection called Green. This collection is unique in that it offers a corresponding NFT for every timepiece purchased. Developed in collaboration with creative agency Web3 Artificial RomeThe initiative aims to merge the physical and digital worlds in an innovative way.
Glenn Martens, Creative Director of Diesel, revealed that the Vert collection draws inspiration from ‘vertebrae’ and ‘bone structure’. The collection consists of five different watch designs, two of which are limited edition. The watches demonstrate intricate craftsmanship and attention to detail, reflecting the anatomical elements that inspired them.
A transformation in three phases
When you purchase one Vert watch, customers will receive a code to register for a corresponding NFT. This digital asset will undergo a three-phase transformation to ultimately become an avatar, also known as A:VERT:AR.
This avatar can be minted and used in a virtual world, known as Vert. The virtual world will be accessible until November 17 and offers participants a temporary experience. The aesthetic of this digital world closely matches the design elements of the Vert watch, providing a cohesive user experience.
Virtual challenges and musical collaborations
In Vert’s virtual world, participants are tasked with various challenges that aim to “reactivate time in a fictional country where time has stood still.” Successfully completing these quests will grant you access to a virtual concert by artist Lil’ Dre. This musical feature is part of Diesel’s ongoing partnership with NFT music marketplace Public pressure.
In a previous collaboration, Diesel released a limited edition of 300 NFTs last month, including a soundtrack by composer Sejan Jansen and access to exclusive music events. Owners of these previous NFTs were given priority access to the limited edition watches from the new Vert collection.
A versatile approach to Web3 integration
Diesel’s new Vert collection represents a multi-layered approach to integrating Web3 technology into the fashion industry. By offering NFTs that transform into avatars for use in a virtual world, Diesel is not only selling a physical product but also offering a digital experience.
This initiative serves as an example of how brands can leverage Web3 technologies to offer value-added services to their customers, enriching the consumer experience in both the physical and digital domains.
Diesel’s collaboration with Artificial Rome and Public Pressure further underlines the brand’s commitment to exploring the possibilities of Web3, setting a precedent for future initiatives in the fashion industry.