Lacoste makes its way into the web3 ecosystem with UNDW3

Luxury brand Lacoste has joined the web3 ecosystem with the launch of UNDW3 – pronounced underwater. The company announced this forward-looking move through a press release. The UNDW3 universe will let the Lacoste community participate in furthering the brand’s fashion-sport vision.

According to the press release, UNDW3 allows Lacoste community members to own the brand in a creative way. In preparation for UNDW3’s launch, Lacoste rolled out its Discord server on June 6. The Discord channel will help keep each community member informed about developments in Lacoste’s web3 universe.

Eager to see what the Lacoste web3 ecosystem comprises, over 30,000 people subscribed to the Discord channel within the first 48 hours of its launch.

Lacoste plans to drop its first non-fungible token (NFT) collection on June 14. The collection will comprise 11,212 pieces, with each NFT going for 0.08 Ethereum (ETH), approximately $100-$120. The NFTs will feature unique images of the Lacoste crocodile emerging from the water.

The number of NFTs represents the iconic L1212 polo shirt, which Lacoste founder René Lacoste invented.

According to Catherine Spindler, Chief Brand Officer at Lacoste,

“UNDW3 attests to our desire to accompany the phenomenon of decentralization driven by Web3 and bears witness to our ambitions in this area as well as to the power of our brand: to bring together our communities and connect cultures around the crocodile, a true rallying sign throughout the world, by proposing an experiential, interactive and co-creative universe, in the image of Lacoste’s creativity and avant-gardism.”

By holding the Lacoste NFTs, collectors will get access to the brand’s web3 universe – a long-term collaborative community. Additionally, collectors will be able to access a pioneering ecosystem as well as digital and physical benefits in the Lacoste world.

With its foray into the web3 ecosystem, Lacoste demonstrates its mission to connect various communities and cultures. Specifically, the initiative seeks to bring together NFTs, Lacoste fans, and pop culture enthusiasts. It is worth noting that UNDW3 is Lacoste’s initial step into the web3 ecosystem.

Through UNDW3, Lacoste has become the latest fashion brand to join the emerging web3 ecosystem. In the past, brands like Gucci, Philipp Plein, and Louis Vuitton launched NFTs, signaling a growing web3 interest among fashion houses.