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Diesel Debuts D:VERSE Platform with Exclusive Access to Runway Fashion

The Rivet 50 is calling for nominations for leaders in the denim industry in 5 categories: design, influencer, leadership, sustainability and supply chain. Nominations close on May 23.

Fashion’s presence in the metaverse continues to expand, with Diesel paving a virtual path. On Thursday, the denim brand debuted D:VERSE, a new platform that hosts both physical and virtual products.

For its debut collection, D:VERSE is offering hero pieces from the Fall/Winter 2022 presentation recently showcased in Milan. The range includes three items from the collection: a fur jacket, a puffer jacket and the Prototype, creative director Glenn Martens’ first sneaker for the brand, which features colorful accents, asymmetrical lacing and rubber overlays across its uppers.

Each NFT purchase includes a physical version of the product, NFT digital artwork of the product, and a wearable version for the owner’s avatar in the metaverse. Purchasing the jackets also earns buyers an invitation to Diesel’s Spring/Summer 2023 fashion show.

Diesel debuted D:VERSE, a platform that hosts both physical and virtual offerings, and gave customers access to its Fall runway items.
Diesel fur jacket Courtesy

Customers can also purchase the D:VERSE-KEY, which earns buyers exclusive rights for discounted NFT pre-sales—including the pre-sale of the sneaker and the puffer—as well as raffles, free airdrops, metaverse wearables and a first look at news about Diesel projects. Included in the offering is a physical “D” monogram leather accessory and corresponding NFT digital artwork.

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The new NFT drop is the latest in a larger push by Diesel’s parent company OTB, which in December debuted Brave Virtual Xperience (BVX), a business unit dedicated to developing products for the metaverse. Led by Stefano Rosso, who serves as a member of the OTB board of directors and the board of Aura Blockchain Consortium, the venture will help the company generate new business opportunities and connect with younger demographics most likely to spearhead the shift to the digital community.

Also dipping its toes in the virtual pool is heritage denim brand Wrangler, which in February made its debut with an exclusive NFT and physical offering made in collaboration with Grammy award-winning artist Leon Bridges.

With D:VERSE, Diesel cultivates a community of the brand’s top fans by providing them with exclusive products and content: All Diesel NFT holders will be able to meet through a private Discord channel, and cast a vote to determine the colorway for the limited-edition Prototype sneaker. According to the brand, the D:VERSE is a pivotal platform that will serve as the foundation for a “long series” of meta-projects, collaborations, and physical and virtual initiatives.

The public sale begins on March 12 for just 55 hours on nft.diesel.com. To make the exclusive offering extra special, the fur jacket is only available for purchase through NFT marketplace and Diesel partner Rarible. The one-of-one product will be available for auction on March 12.