According to Decrypt, French fashion brand Dior recently announced the launch of a new men's shoe series, which is equipped with a unique encrypted online authentication system based on NFC chips and "digital twin" collectibles (ie NFTs).
The sneakers, called the B33, were designed by Dior Men's artistic director Kim Jones and are part of the fashion brand's fall 2023 men's collection. The first of the seven sneakers, which combine mohair with Dior’s signature twill, will be available exclusively online on July 6 in a limited edition of 470 pairs for $1,350. Each pair of shoes will come with a “digital twin” collectible that is minted correspondingly on the Ethereum blockchain.
Shortly after the release of these exclusive, NFT-matched sneakers, Dior will release six additional B33 sneakers. These styles will also feature an NFC chip on the bottom of the right foot, but will not feature digital NFTs.
The NFC chip will be associated with an encryption key, providing a digital certificate of authenticity and other dedicated services that have not yet been revealed. Prices for these shoes range from $1,000 to $1,100.
However, it is worth mentioning that Dior’s statement clearly avoided any blockchain-related terms, such as Web3 and NFT. Dior has so far not used such language in the promotion of its B33 sneaker line.