HUGO x Imaginary Ones

Commemorating World Mental Health Day, HUGO has announced a collaboration with renowned Web 3.0 company, Imaginary Ones on a holistic, 360-degree metaverse experience. The partnership not only marks a step forward in HUGO’s metaverse journey as a digital fashion player. It also marks the launch of the brand’s first NFT collection. With this HUGO has crossed yet another milestone, after its global brand refresh earlier in 2022.

The power of embracing emotions

The first drop as part of the collaboration is an exclusive HUGO x Imaginary Ones NFT collection of 1,001 3D animations, titled ‘Embrace Your Emotions’ (EYE). The aim of the collection, releasing in November 2022, is to encourage everyone to connect with their emotions, and to share a message that all feelings – positive and negative – are valid and should be embraced, as the freedom to feel and express can significantly improve mental health and overall well-being.

Six among the 1,001 NFTs have been designed to represent five everyday emotions: joy, sadness, fear, anger, and love. To mark World Mental Health Day on October 10, a special sixth character combining all five emotions was successfully auctioned, earning a total of ETH 15.4, which amounts to roughly USD 19,700. One hundred percent of the proceeds will be donated to Youth Aware of Mental Health (YAM).


EYE (Embrace Your Emotions)






Accessing the EYE Collection

There are only 1,000 spots in the allowlist that will enable access to view and purchase the HUGO x Imaginary Ones EYE collection. Of 1,000 allowlist spots in total, 500 were allocated to customers who purchased an exclusive phygital T-shirt. Each of these 500 limited-edition T-shirts contains a QR code which activates a digital world around the wearers, directing them to a Snapchat Lens that features a special AR EYE effect.

The remaining 500 spots have been distributed to existing holders of Imaginary Ones’ OG NFT collection as well as through a range of engaging activities on Imaginary Ones’ Twitter and Discord platforms, which began on October 4, 2022.


In addition to receiving a “VIP ticket” for a 10% discount in the HUGO online store, all holders of a HUGO x Imaginary Ones NFT will have access to the Imaginary Ones’ staking ecosystem, which comes with exclusive perks and benefits. The animated characters will serve as a ‘passport’ to a range of special merchandise, experiences and content, including digital HUGO wearables and HUGO-themed Imaginary Ones drops.

Moving in the metaverse

The collection is just the first of the many projects that will unite the HUGO experience with the creativity and positivity of Imaginary Ones. Both HUGO and Imaginary Ones will continue to explore ways to strengthen their partnership and add value to the collection holders, including exclusive experiences in the metaverse.



Read the press release here.


At HUGO BOSS, our motto is: we love fashion, we change fashion. The metaverse is an integral part of our growth journey as we target becoming the world’s leading premium, tech-driven fashion platform.


With the launch of its Fall/Winter 2022 campaign that follows on the heels of its recent and successful brand refresh, it makes a strong call to action, once again, for consumers to #HUGOYourWay.