Jimmy Choo Launches NFT

Luxury fashion accessories brand Jimmy Choo is pleased to announce its first step into the digital art and gaming conversation by introducing two NFT initiatives, in strategic partnership with UCOLLEX.

As the final layer of the collaboration with New York artist, Eric Haze, Jimmy Choo will be launching a one-of-a-kind NFT for auction alongside 8,888 Mystery Boxes for purchase on the Binance NFT marketplace. The NFTs reinforce the theme of collectability that runs through the collaboration fusing art, fashion, and street culture.

On October 20th, an animated artwork featuring a digital version of the sneaker produced for the JIMMY CHOO / ERIC HAZE CURATED BY POGGY collaboration will be available to be bid on Binance NFT.

The NFT features the sneaker rotating against a canvas of Haze’s signature script and only exists digitally. The auction’s highest bidder will not only hold the NFT but will also receive a limited-edition hand-painted pair of sneakers.

The auction bidding will be hosted on the Binance NFT marketplace. All profits from the auction will be donated to The Jimmy Choo Foundation in support of Women for Women International, helping women survivors of war rebuild their lives.

In addition to the auctioned NFT, Jimmy Choo will make available 8,888 Mystery Boxes for purchase.

They will be divided into four tiers of scarcity:

  • A single Jimmy Choo / Eric Haze LOVE 100 Glitter
  • 445 super-rare cards
  • 3,109 rare cards
  • 5,333 neutral cards

Buyers will purchase without knowing which card they will get ahead of time. The Mystery Boxes will launch on October 20th on Binance NFT for 30 BUSD. Users who collect either the SSR or the SR from the Jimmy Choo Mystery Box will have the chance to receive a super rare, never-before-seen NFT design by Jimmy Choo, launching at a later date.

NFTs, or non-fungible tokens, sit at the intersection of art, fashion, and technology. They are unique pieces of digital data stored and protected via a shared online ledger and are minted as one of a kind, which gives them their value.

The launch of the NFT is the final element of an ambitious multi-layered collaboration born from the blend of three creative visionaries, three global capitals, and three distinct points of view bring to life one iconic partnership. The JIMMY CHOO / ERIC HAZE CURATED BY POGGY collaboration fuses the unique creativity of the New York-based artist and designer, Eric Haze, the Japanese fashion icon and guest style curator, Poggy, and the brand’s London-based Creative Director, Sandra Choi.



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