BoohooMAN is to enter the metaverse after launching its first-ever collection of non-fungible token (NFTs).
The brand, which is part of Manchester-headquartered Boohoo, has said it is the first of its kind to make the move and it is also giving one away for free.
An NFT is a digital asset that belongs to the person who has it in their crypto wallet.
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A record of value and ownership is stored on a blockchain ledger that anyone can view, but only the owner has permission to alter.
BoohooMAN's NFTs will be sent to the winners’ crypto wallet via OpenSea.
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Chief executive Samir Kamani said: "Blockchain technology and NFTs are on the tip of everybody’s tongue and have been for quite some time.
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"We have seen luxury brands flock to the metaverse one after another, but we are yet to see any fashion brands in our market enter the space.
"At BoohooMAN we see a future for digital fashion. This collection is us dipping our toe into the vast and complex landscape of the Metaverse.
"This is our first experiment with non-fungible tokens and we have great expectations for future NFT collections, collaborations, digital fashion pieces, games, and more."