Diesel, the renowned fashion brand, is making waves in the world of Web3 with its latest project called Metamorph. As part of this project, Diesel has launched a new timepiece collection called Vert, where each watch comes with a digital collectible. Additionally, Diesel has created an immersive, virtual world called Vert, which allows users to interact with their digital collectibles.
The Vert watch collection features five different iterations, two of which are limited edition. Diesel’s Creative Director, Glenn Martens, describes these watches as resembling “vertebrae” or “bone structure.” When customers purchase a watch from the Vert collection, they will receive a unique code that allows them to register for a corresponding nonfungible token (NFT). This NFT will “metamorphosize” through three stages to become an avatar, known as an A:VERT:AR, which can be minted and played in the virtual world of Vert until November 17.
To create the game-like experience of the virtual world, Diesel partnered with the Web3 creative agency Artificial Rome. The design details of the Vert watch were incorporated into the look and feel of the virtual world. Players will be challenged with various tasks to “reactivate time in a fictional land where time has stopped.” Upon completing these quests, they will have the opportunity to attend a virtual concert by the artist Lil’ Dre.
This collaboration with the music world follows Diesel’s previous Metamorph NFT drop, which took place last month in partnership with the NFT music marketplace Public Pressure. The limited edition NFT drop included a soundtrack by composer Sejan Jansen and granted holders priority access to the Vert watch collection.
This trend of fashion brands collaborating with the music industry is not unique to Diesel. Other notable brands, such as Louis Vuitton, have tapped music industry talent to enhance their creative endeavors. These partnerships aim to appeal to a wider audience and drive forward the adoption of Web3.
One notable aspect of Diesel’s approach is its inclusivity. Participants in the virtual experience do not need to own a watch to participate. Non-purchasers will receive a base avatar to play in the virtual world, making Diesel’s Web3 strategy more accessible to a broader audience. This strategy contrasts with initiatives from brands like adidas, which limit participation to those who have acquired tokens.
Diesel’s parent company, OTB Group, launched its own metaverse division called BVX in 2021. This division is headed by Stefano Rosso, a board member of OTB Group and Diesel parent company. The Vert project is a partnership with the Fossil Group, which is licensed by Diesel to produce the watches.
The Vert experience will begin on November 2 at 10 p.m. ET and run until November 17. Users can access the virtual world and learn more about the project on the website vert.diesel.com.
Diesel’s foray into the world of Web3 with its Metamorph project demonstrates its commitment to innovation and creativity. By combining traditional fashion with digital collectibles and immersive virtual experiences, Diesel is pushing the boundaries of what it means to be a fashion brand in the digital age. With its inclusive approach, Diesel is bringing Web3 to a wider audience and paving the way for the future of fashion and technology integration.
