French fashion house Dior is the latest luxury brand to embrace blockchain, announcing a new line of men’s shoes late Thursday featuring both a unique, encrypted online authentication system and accompanying “digital twin” NFTs.
The shoe, the B33 sneaker, was designed by Dior Menswear artistic director Kim Jones as part of the fashion house’s Men’s Fall 2023 collection. The first of seven styles of the sneaker, which combines mohair with the house’s signature Dior Oblique pattern, will be released exclusively online on July 6 in a limited edition of just 470 pairs.
Each shoe pair will be linked to what Dior calls a digital twin: a corresponding, matching NFT of the shoes minted on the Ethereum blockchain. Each pair of shoes costs $1,350.
Sneakers warning.
Meet ‘B33’ sneakers by Kim Jones, from the #DiorMenFall 2023 collection. Each pair is equipped with an encrypted key that gives access to a secure platform and exclusive services. Sign up to be the first to shop them online starting July 6.— Dior (@Dior) June 29, 2023
Shortly after the release of these exclusive, NFT-matched sneakers, Dior will release six more styles of the B33. Those styles will also include an NFC chip placed under the sole of the right foot, but will not come with a digital dual NFT.
The NFC chip will be paired with an encrypted key that directs holders to what Dior describes as a personalized, secure online platform that offers digital certificates of authenticity for each shoe owner, as well as other special services yet to be revealed. These pairs range in price from $1,000 to $1,100.
The 470 piece series of NFT matched B33 sneakers. Courtesy: Dior
Dior’s move to embrace blockchain-backed elements isn’t necessarily a surprise given the recent Web3-related enthusiasm from the fashion house’s parent company, LVMH.
Numerous LVMH brands, including French brandy Hennessywatchmaker TAG Heuerand luxury fashion house Louis Vuittonhave introduced programs and product lines that eagerly tap into blockchain-based features.
One of six additional B33 styles to be released after the limited-run, NFT-matched style will go on sale July 6. Courtesy: Dior
What is notable about Dior’s announcement, however, is its notable avoidance of blockchain-related terminology. The words “Web3” and “NFT,” prominent in the promotional materials of previous LVMH-orchestrated, blockchain-backed activations, have not yet been used by Dior in the promotional rollout of the B33 sneaker line.
The next big fashion brand to jump into web3: Dior
The approach for brands to quietly integrate web3 into their products is trending. https://t.co/7bD5NCnAR2
— Megan Kaspar (@Megan_Kaspar) June 30, 2023
That may not be a coincidence. Even as blockchain-related opportunities become increasingly attractive to (and mainstream for) household brands, the baggage associated with terms like Web3, crypto and the metaphor has become more and more best avoided for many.
Decrypt reached out to Dior but did not immediately receive a response to a request for comment on this story.