Lacoste has officially launched its first NFT project titled “Undw3.” The collection, which is pronounced “underwater” plays to the brand’s crocodile motif as it brings the heritage label to Web3.
The NFTs features an eerie image of a crocodile emerging from the depths of the water. Lacoste is set to sell 11,212 digital pieces that reference the brand’s iconic polo shirt L1212 at the starting price of 0.08 ETH. In a statement, Lacoste’s chief brand officer Catherine Spindler speaks on the ability to break into the digital world and build a strong community online stating, “Undw3 attests to our desire to accompany the phenomenon of decentralization driven by Web3 and bears witness to our ambitions in this area.” She adds that Undw3 is “an experiential, interactive and co-creative universe, in the image of Lacoste’s creativity and avant-gardism.”
In hopes to bridge the gap between the physical and digital Lacoste consumers, the brand took to Twitter in a series of tweets to write, “In a world more and more connected, we think the next big step is to add you to our core team. By owning a part of the Lacoste experience, you will join the Lacoste family and will have your word to say on our future.” Lacoste promises that owners of the NFTs will not only have access to exclusive physical products but will also have a say in the upcoming designs.
The brand has long planned to enter Web3. Back in March, it waded into Web3 with its “Croco Island” collaboration with Minecraft. Check out Premint for more information on “Undw3.”

????? ??/?? ?? ??????? ???? ??????? ???.
At 12h12 CET time, you will have the opportunity to mint a #underwater NFT.
Do you know what you will get by owning the #NFT below?
Let’s dig together.? #UNDW3 1/7
— Lacoste (@LACOSTE) June 14, 2022

You were more than 55 000 to join?.
Therefore, we have decided to draw more winners!
Winners, be ready for the Raffle minting tomorrow at 16:12 CET time.? 2/2#CROCGMI #UNDW3
— Lacoste (@LACOSTE) June 14, 2022

In case you missed it, Hélas heads to Catalonia for the first drop of SS22.

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