Lacoste Enters the Web3 Era With the Launch of UNDW3

French apparel brand, Lacoste, has launched a Web3 project named UNDW3 to unite its communities.
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Quick take:

  • UNDW3 is pronounced “underwater”.
  • The project will allow the Lacoste community to participate in furthering the brand’s vision.
  • Lacoste launched its Discord server on June 6 in preparation for UNDW3’s launch.

French clothing company, Lacoste, has made its first foray into Web3 with the launch of UNDW3 (pronounced “underwater). UNDW3 is a Web3 project that allows Lacoste’s community to participate in furthering the brand’s vision.

The French fashion brand opened its Discord server on June 6 in preparation for UNDW3’s launch, which will keep community members updated on new developments in the UNDW3 project. Over 30,000 people subscribed to the Discord server within 48 hours of its launch.

Lacoste plans to drop its first NFT collection on Jun 14 via UNDW3, allowing fans to “own the brand in a creative way.” The collection consists of 11,212 images of the iconic Lacoste crocodile with glowing eyes emerging from the water. Each NFT is priced at 0.08ETH, and the total number of NFTs is a reference to the L1212 polo shirt, designed by Lacoste founder René Lacoste.

UNDW3 has set up a raffle for its first NFT collection. Even though 11212 NFTs are available, a total of 13,000 can enter for a chance to win the raffle and join the UNDW3 experience by minting the NFT. 

“UNDW3 attests to our desire to accompany the phenomenon of decentralization driven by Web3 and bears witness to our ambitions in this area as well as to the power of our brand: to bring together our communities and connect cultures around the crocodile, a true rallying sign throughout the world, by proposing an experiential, interactive and co-creative universe, in the image of Lacoste’s creativity and avant-gardism,” said Catherine Spindler, Chief Brand Officer at Lacoste.

Holders of the Lacoste NFTs will gain access to UNDW3’s universe, which is a long-term collaborative community. They will also enjoy physical and digital benefits in the Lacoste world.

Lacoste’s foray into the Web3 world is part of its mission to bring together NFT collectors, Lacoste fans, and pop culture enthusiasts. 

With a growing interest in Web3 among fashion brands, Lacoste is the latest clothing company to join the Web3 ecosystem, following in the footsteps of other fashion brands including Gucci, Philipp Plein, Roberto Cavalli, Tommy Hilfiger, and many more.

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