Imaginary Ones and HUGO launch web3-enabled customizable denim jacket

2 months ago

Web3 entertainment firm Imaginary Ones, in collaboration with fashion brand HUGO, has unveiled a new customizable denim jacket integrated with web3 features.

Per a press release shared with, the special-edition item, part of HUGO’s denim-focused new line, HUGO BLUE, aligns with the brand’s strategy to engage with Gen-Z audiences through gaming and Metaverse platforms.

Details of the jacket were initially shared with the Imaginary Ones community on Discord and X on March 12. 

From March 14, community members were able to book the physical jacket using Tether’s USDT. All the jackets were reserved within an hour of launch.

The jacket includes a DIY customization kit with five exclusive patches from HUGO and Imaginary Ones. An NFC tag beneath the HUGO flower patch provides access to a WebAR-powered experience, allowing fans to customize their digital wearables and share them on social platforms without needing a dedicated app.

Users can redeem the digital wearable for a unique Roblox skin. This can only be claimed via a secret bubble room within the game, where users will also be awarded a matching helmet.

After customizing their web3 jacket and redeeming their Roblox skin, holders will receive $350 in Imaginary Ones’ native token, BUBBLE Coin. 

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Additionally, NFT holders in the Imaginary Ones community will also receive a bonus of 10-30% more BUBBLE Coin for each NFT they own.

“These elements allow us to surprise and engage our users in new and creative ways and open up fresh avenues for interaction and personalization. We’re always looking for progressive brands eager to challenge the status quo alongside us. By collaborating with these like-minded partners, we can craft distinctive, memorable experiences that stand out in this space,” Imaginary Ones CEO Clement Chia told

Meanwhile, Imaginary Ones has continued to establish its presence in the web3 gaming community, having launched two web3 games, Bubble Rider and Bubble Rangers, in 2023 with in-game NFTs. The latter, in particular, has been very well received by the gaming community, having secured over 2 million in downloads.

The latest development also comes on the heels of Imaginary Ones’s collaboration with Web3 venture capital firm Animoca Brands. The NFT project plans to leverage Animoca’s expertise and resources to strengthen its tokenomics. The venture capital firm will also assist Imaginary Ones with its go-to-market strategy.

Read more: Sandbox co-founder foresees AAA game studios embracing web3

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