What: Products that play on their scarcity both in the metaverse and the real world.

Why it is important: Such an approach could be interesting for department stores when designing special collaborations with brands, or even for their own private labels.

Luxury Italian brand Another-1 has launched a limited edition pair of sneakers that can be worn in the metaverse (under the form of a NFT) or in real life. 5,555 pairs will be made available and are available in 34 colour combinations.

When customers are buying the NFT, they do not get to chose the design, but they can swap the colour for another one on a dedicated platform. This project aims to make the most of the collection frenzy that has been hitting the sneakers market, with many customers buying and never wearing their products, in order to let them grow in terms of value.

An Italian luxury brand releases sneakers wearable both in the metaverse or IRL