Yesterday Diesel owner OTB Group said it’s forming a new division, Brave Virtual Xperience (BVX), to design products and experiences for games and the metaverse, including non-fungible tokens (NFTs). The group, which owns several other fashion brands such as Maison Margiela, Marni, and Jil Sander, aims to engage a younger audience.
Just last week, it was revealed a new Diesel sneaker “Prototype” would be launched physically and in the form of a digital asset or NFT. In October, it signed up to AURA, the blockchain-based network founded by LVMH that enables fashion brands to prove the authenticity of a purchased physical product and track its sustainability credentials.
“I have always believed that technology was the next frontier for the fashion industry. Through BVX we want to lead the transformation of the fashion and luxury industry and meet the demands of current and future consumers to deliver products and experiences in the metaverse,” said Renzo Rosso, Chairman of OTB Group. Stefano Rosso will lead the division.
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