Luxury fashion brand Dior has launched a new line of men’s sneakers that will leverage the Ethereum blockchain technology to offer a Non-Fungible Token (NFT) that goes along with the new line of shoes.

The sneakers, called B33, are part of Dior’s Fall Men’s 2023 collection and were designed by Dior Menswear artistic director Kim Jones, the company said in a tweet on Friday, 30 July 2023.

What sets these sneakers apart is their unique online authentication system and the NFT that comes with it. Each pair of shoes will be linked to a digital collection of NFTs printed on the Ethereum blockchain.

This means that each pair of sneakers will have a unique digital pair, ensuring authenticity and providing an added layer of security for the buyer.

B33 sneakers will be released in a limited number of only 470 pairs, with a price of USD 1,350 for each pair or the equivalent of IDR 20.29 million (assuming an exchange rate of IDR 15,035 per US dollar).

Apart from NFT, six other models of the B33 sneaker will be released, featuring an NFC chip placed under the sole of the right foot. This chip will be associated with an encrypted key which will give the holder access to a personalized online platform.

Dior’s move on NFT

Dior’s move to embrace blockchain technology comes as its parent company, LVMH, has shown interest in Web3 and crypto. Many LVMH brands, such as Hennessy, TAG Heuer, and Louis Vuitton, have incorporated blockchain-based features into their products and programs.

However, what sets Dior’s announcement apart is its deliberate avoidance of blockchain-related terminology. Unlike previous LVMH campaigns, which heavily promoted terms such as Web3 and NFT, Dior opted not to use these terms in promotional materials for its B33 sneaker line.