Imaginary Ones, a web3 entertainment company, has partnered with fashion brand HUGO to launch a new customizable denim jacket integrated with web3 features.

Part of HUGO’s denim-focused line, HUGO BLUE, the special-edition jacket targets Gen-Z audiences, engaging them through gaming and Metaverse platforms.

Initially shared with the Imaginary Ones community on Discord and X on March 12, the jacket's details garnered significant interest. Community members were able to book the physical jacket using Tether’s USDT from March 14, with all jackets reserved within an hour of launch.

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

Users can redeem the digital wearable for a unique Roblox skin, accessible via a secret bubble room within the game, where users will also receive a matching helmet.

Upon customizing their web3 jacket and redeeming their Roblox skin, holders will receive $350 in Imaginary Ones’ native token, BUBBLE Coin. Moreover, NFT holders in the Imaginary Ones community will receive a bonus of 10-30% more BUBBLE Coin for each NFT they own.

Imaginary Ones CEO Clement Chia highlighted the collaboration's ability to surprise and engage users in new and creative ways, enhancing interaction and personalization. The partnership with progressive brands aims to craft distinctive, memorable experiences in the space.

Imaginary Ones has been active in the web3 gaming community, launching two web3 games, Bubble Rider and Bubble Rangers, in 2023 with in-game NFTs. The latter, particularly successful, has garnered over 2 million downloads.

This announcement follows Imaginary Ones’s collaboration with Web3 venture capital firm Animoca Brands, aiming to strengthen its tokenomics and go-to-market strategy with Animoca's expertise and resources.