Glammer Society

Dior unveiled their new B33 Sneaker, marking the intersection between luxury brands and technology. Dior Menswear artistic director, Kim Jones, designed the shoe as a part of the Men’s Fall 2023 collection. The first of seven styles of the sneaker combines mohair with the signature Dior Oblique pattern. Exclusively online, Dior released only 470 pairs in the first launch. 

What makes the B33 Sneaker unique?

The B33 Sneaker comes with a nonfungible token (NFT), referred to as a Digital Twin Collectible. According to Dior, “The Digital Twin Collectible is a virtual representation of a physical Dior product in the form of a non-transferable non-fungible token, minted on the public blockchain Ethereum” (Dior). 

What is an NFT?

NFTs, or nonfungible tokens, refer to assets that have been tokenized through a blockchain. Each NFT is assigned a unique identification code and metadata. These assets can be traded and exchanged for money, cryptocurrencies, or other NFTs. 

What are the benefits of the B33 Sneaker?

An NFC chip placed in the sole of each right foot can be scanned through a smartphone. Through this chip, customers can access Dior seasonal products before the official launch (starting with the Spring 2024 collection), insight into the various stages of production, and an authenticity certificate. On a smartphone, an Apple and Android wallet can hold the certificate like a credit card or ticket. 

Why is Dior exploring the NFT space?

Through the B33 Sneaker, Dior integrates fashion and technology to elevate the customer experience. Dior curates a unique interaction with the shoe in a personalized, exclusive, and immersive way. The sneaker offers unique perks only accessible by the user such as after-sales services and new launches. 

Dior shows how fashion can create value in both physical and digital worlds. Purchasing the shoes buys not only the sneaker, but also an NFT. These NFTs serve as proof of ownership and authenticity. Many luxury brands battle counterfeits. However, NFTs linked to apparel can prevent fake copies and change how we perceive limited editions.  

Dior also wants to gain a competitive advantage through innovation and following digital trends. Other shoe companies have used NFTs in the past such as Nike and Adidas. Nike launched their .Swoosh Web3 community platform and created their first NFT collection, Our Force 1 (OF1). Adidas generated more than $22 million from NFTs, partnering with Prada, Bored Ape Yacht Club, Punks Comics, and GMoney (The Verge). 

Is it worth it?

The B33 Sneaker and many other brands bridge the gap between technology and fashion. Dior shows that digital trends can create value through personalization, interaction, experience, and authenticity. Many of these NFT sneakers sell for an expensive price tag, with the B33 Sneaker selling for $1,350. Nike even has an NFT shoe that sold for a whopping $134,000 (The New York Times). Is the added digital experience worth the price?