Dior, the renowned French fashion house, has introduced a collection of men’s sneakers incorporating “digital twins” on Ethereum. They are also equipped with an authentication system utilizing an NFC chip.

The fashion brand has taken an innovative measure by connecting their new sneakers, known as B33, with an NFT.  Nevertheless, Dior chose not to explicitly designate this initiative as an ‘NFT’ endeavour.

Kim Jones, the artistic director of Dior Menswear, designed the B33 sneaker for the Men’s Fall 2023 collection. This shoe is the first of seven distinct styles in the collection. It features a combination of mohair and Dior’s iconic Dior Oblique pattern. 

A limited edition of only 470 pairs will be exclusively released online on July 6th. Each shoe pair has a “digital twin” NFT which is minted on the Ethereum blockchain. The price of each shoe pair is set at $1,350.

Dior plans to launch an additional six styles of the B33 sneakers shortly after the exclusive NFT-matched sneakers are released. These new styles will also incorporate an NFC chip positioned beneath the right foot’s sole. However, they will not be accompanied by a digital twin NFT.

The NFC chip will be linked to an encrypted key. The key will guide its holders to a personalized and secure online platform, as described by Dior. This platform will provide digital certificates of authenticity for each shoe owner, along with undisclosed specialized services. The price range for these pairs will be between $1,000 and $1,100.

Fashion Brands Become One With Web3

Dior’s decision aligns with the latest Web3 trends and mirrors the actions taken by other brands within the LVMH parent company. These brands include French cognac Hennessy, watchmaker TAG Heuer, and luxury fashion house Louis Vuitton. They have all embarked on integrating blockchain technology into their operations.

This move by Dior and its sister brands emphasizes the increasing convergence between luxury fashion and digital innovation, heralding a new era in the industry.