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Diesel has launched Prototype, a new sneaker design that marks a new direction for the Italian denim brand’s footwear offering.
The Prototype sneaker “lives up to its name to reflect the start of something new” and sets the tone for Diesel’s digital future. First seen on the Spring / Summer 2022 runway, the sneaker features colorful accents, asymmetrical lacing and rubber inserts on its upper.
This is the first sneaker from Diesel Creative Director Glenn Martens for the brand and sells for $ 395 (350 euros), a higher price than other Diesel sneakers, which typically run around $ 200. The Diesel Prototype physical shoe will be available this month in Diesel stores worldwide and online, with more colors expected to release in February.
In addition to the physical shoe, the Prototype sneaker will also be available as a limited-edition non-fungible token (NFT) created by digital fashion house The Manufacturer, the brains behind a number of digital-only clothing and accessories from brands, including Adidas’s recent push to design and auction coins on the blockchain.
NFTs are not yet available for purchase.
This is not Diesel’s first NFT company. Martens partnered with developer Fanaply to create NFT invitations for his Spring / Summer 2022 Milan Fashion Week show, his first appearance as a member of the brand, providing VIP guests with futuristic memorabilia that reflect his vision that pushes the boundaries.
Elle magazine recently described the NFTs as a “new sneaker drop”, probably a reflection of brands like Nike, which since 2019 has filed for sneakers using this technology, and of the 3D art collective RTFKT, which has established itself. partnered with 18-year-old artist Fewocious to design a collection of digital sneakers and charms and generate $ 3.1 million in just seven minutes. According to Michael Hamilton, assistant professor of business and operations analysis at the Joseph M. Katz Graduate School of Business at the University of Pittsburgh, the profit-sharing potential of NFT bodes particularly well for the sneaker world, where shoes regularly sell for hundreds of dollars more. than their original price.
Diesel’s parent company, OTB, recognizes the opportunity. On Tuesday, the Italian fashion group that owns Diesel, Maison Margiela, Marni, Jil Sander, Viktor & Rolf and Amiri, launched Brave Virtual Xperience (BVX), a new business unit dedicated to developing products for the metaverse, or the hypothetical iteration of the Internet where NFTs live. Led by Stefano Rosso, OTB Board Member and Aura Blockchain Consortium Board Member, the company will help the company generate new business opportunities and connect with young people most likely to lead the transition to the digital community.
“BVX has the ambition to drive the digital transformation of the OTB Group and its brands towards the future of our company, which will merge life in the real and virtual world,†said Rosso. “Unlocking the potential of our brands in the gaming and metaverse world is definitely the most exciting experience to work on. “
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