European luxury brand Byredo has teamed up with digital fashion company RTFKT to create “the perfume of the future in Web3.”
The upcoming collaboration, titled AlphaMeta, was teased in a video shared on social media on Friday, alongside a website linked to the release.
Benito Pagotto, the co-founder of RTFKT Studios, teased more information about the project and how it is “applying NFT magic” to the luxury fragrance space.
“Applying NFT magic, what we love from potion crafting in Videogames, and Forging up to 350+ Unique Perfumes,” he said, adding that holders of Clone X NFTs will be able to unlock a special Clone Aura wearable.
It’s unclear how the companies plan to translate scent into Web3, though RTFKT writes on its website that it “merges realities in fashion and gaming.” The company, recently acquired by Nike, has done collaborations with digital artist FEWOCiOUS, designer Jeff Staple, artist Takashi Murakami, and more. Meanwhile, Byredo has done collaborations with IKEA, Travis Scott, Odell Beckham Jr., and more.
In other news, Ethereum’s highly-anticipated “Merge” has been successfully tested.
For more news about blockchain, cryptocurrency, NFTs and Web3, visit Hypemoon.com.
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