Step into the world of tomorrow with Dior, as the esteemed fashion house debuts its cutting-edge B33 sneakers. Dior merges high fashion and high tech, introducing a first-of-its-kind digital authentication system using Ethereum’s blockchain technology. However, they do so with an air of intrigue, eschewing the usual crypto buzzwords.
A new dawn in fashion authentication
The B33 sneakers, brainchild of Dior Menswear artistic director Kim Jones, are the shining stars of the Dior Men’s Fall 2023 collection. This avant-garde footwear is more than just a style statement. Each pair of these sneakers has its digital double, a corresponding NFT, effectively setting a new standard in product authentication.
This unique approach ensures the unrivaled authenticity of each shoe, adding an extra layer of confidence for the discerning buyer.
As if that wasn’t enough, Dior is releasing just 470 pairs of these blockchain-backed B33 sneakers, each tagged at a cool $1,350. This limited run promises to make the B33s some of the most exclusive sneakers in the world.
Dior is not just stepping on Ethereum‘s blockchain technology for authentication. Six additional styles of the B33 sneakers are also set to hit the racks, featuring an innovative near field communication (NFC) chip nestled under the right shoe’s sole. This hidden tech treasure is linked to an encrypted key, unlocking a personalized online platform for the shoe’s owners.
But what lies beyond the digital door? The platform houses digital certificates of authenticity for the sneakers and a host of exclusive, yet-to-be-unveiled services, effectively keeping the owners on their toes.
Dior’s crypto-cautious approach
The push towards blockchain technology for Dior’s parent company, LVMH, isn’t new. Brands like Louis Vuitton, TAG Heuer, and Hennessy under the LVMH umbrella have dipped their toes in blockchain waters, integrating blockchain-based features in their products and programs.
However, Dior’s latest move stands out from the crowd, not for the tech it embraces, but for the terms it avoids. Steering clear of buzzwords like “Web3”, “crypto”, and “NFTs”, Dior seems to focus on the product’s benefits, cautiously attempting to ride the blockchain wave without stirring up the stigma associated with these words.