Lacoste launches Web3 project ‘UNDW3’

French fashion brand Lacoste has launched a new collection of NFTs as part of its Web3 project “UNDW3” (pronounced underwater).

The initial stage of UNDW3 was the drop of 11,212 NFTs starting June 14. Each token was priced at 0.08 ETH. The number of tokens refers to L1212, which is the name of the first polo created by the brand’s founder René Lacoste. The NFTs also feature the brand’s iconic crocodiles peeking out of the water.

The tokens would allow their owners to gain access to Lacoste’s Web3 universe which aims to bring collaborative experience among communities. They will receive both digital and real-world benefits, including the right to purchase exclusive collector items.

Prior to the launch of UNDW3, a dedicated Discord server was set up on June 6 to provide a collaborative platform for exchange, interaction and co-creation. The number of registered users exceeded 30,000 within 48 hours of its launch.

Catherine Spindler, Chief Brand Officer of Lacoste, said: “UNDW3 attests to our desire to accompany the phenomenon of decentralisation 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.”

In March, Lacoste collaborated with the popular open-world game Minecraft to develop “Croco Islands,” a virtual world game with Lacoste-themed spaces.