Diesel, the renowned fashion brand, delves into the world of Web3 with its latest project, Metamorph. Under the Metamorph umbrella, Diesel unveils the “Vert” timepiece collection, with each watch purchase including a unique digital collectible. Furthermore, Diesel goes one step further by introducing an immersive virtual world that bears the same name as the collection.
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The physical Vert watch collection consists of five different versions, two of which are limited editions. Glenn Martens, Diesel’s Creative Director, describes these timepieces as reminiscent of ‘vertebrae’ or ‘bone structure’, demonstrating the brand’s commitment to pushing boundaries in design.
Customers who purchase a Vert watch will receive a special code that allows them to register for an associated NFT.
This NFT will undergo a fascinating transformation in three phases, eventually becoming an avatar called A:VERT:AR.
These avatars can then be used to explore the virtual world, which will be accessible until November 17.
In a creative collaboration with Web3 agency Artificial Rome, the Metamorph experience takes on a ‘game-like’ look, reflecting the design aesthetic of the Vert watch. Players take on various challenges in the virtual realm to “reactivate time in a fictional land where time has stood still.” Successful completion of these quests will grant participants access to a virtual concert with artist Lil’ Dre.
Diesel’s fusion of fashion and music is not entirely new. Last month, the brand started a Metamorph NFT drop in partnership with NFT music marketplace Public Pressure. This limited edition version of 300 NFTs featured a soundtrack composed by Sejan Jansen and provided exclusive access to music events organized by Public Pressure. Additionally, NFT holders received priority access to one of the limited-edition Vert watches.
What sets Diesel’s Web3 strategy apart is its inclusiveness. Unlike certain other brands in the Web3 space, Diesel’s approach welcomes participation from a broader audience, regardless of whether they own a Vert watch or not. Non-buyers will still receive a basic avatar to participate in the reverse virtual experience.
Diesel’s parent company, OTB Group, ventured into the metaverse in 2021 with the launch of BVX, a metaverse division led by Stefano Rosso, a board member of Diesel’s parent company. This strategic move underlines Diesel’s commitment to pushing the boundaries of the fashion industry and embracing Web3 technologies.
The Vert project is a collaboration with Fossil Group, which owns the licensing rights to produce Diesel watches. The experience begins on November 2 at 10pm ET and runs until 9am on November 17 at vert.diesel.com. Diesel’s innovative approach aims to bridge the gap between Web3 residents and a broader audience and promote the adoption of Web3 technologies in the fashion world.