Lingerie label 6IXTY8IGHT makes foray into Web3 with NFT launch

International lingerie label 6IXTY8IGHT has made its foray into Web3 with the upcoming launch of 2,000 unique Bold Bunny NFTs. According to 6IXTY8IGHT, the collection comes as part of the label's 20th anniversary celebrations and represents a young woman’s coming-of-age journey in feeling empowered and self-confident and supports the free, creative expression of style and beauty. 

The Bold Bunny NFTs will give owners real-world utility value, including limited edition merchandise drops, shopping discounts, physical and digital asset merchandise, as well as priority access to the brand’s VIP events or new collection releases. Through this launch, the label also aims to deepen and extend its connections with its customer community into the Web3 and virtual worlds. 

Bold Bunnies will be available in Singapore, Malaysia, Hong Kong and Taiwan. MARKETING-INTERACTIVE has reached out to 6IXTY8IGHT for comment. 

6IXTY8IGHT is also collaborating with Atome to include BNPL as one of the payment options for NFT purchases when the collection drops. The collaboration is supported by AX Studio, which supports brand partners with a clear and strategic roadmap in their NFT journey, helping to bridge Web2 and Web3 worlds while delivering real-world utility value to a brand’s community and customers. This includes strategic planning, content design, product development, marketing and community support.

Lander Isasi, CEO, 6IXTY8IGHT said: "This partnership with AX Studio, has not only led to a collaborative exchange of ideas, deepening our understanding of the potential of the metaverse, but more importantly will help us become more relevant to our Gen-Z customers. The move into the metaverse seeks to provide an effective digital experience that enhances the way we serve our customers - as we continue to be part of the different stages in our 68 Girl’s life."

The label said in a statement that it decided to launch NFTs despite the current turbulent market as the concept of creating unique digital assets is still important for a brand and its community keen to enter Web3 in the longer term. The label also found that 68% of NFT owners are emotionally attached to their assets, and the NFT market is estimated to reach over US$80 billion by 2025. 

Separately, 6IXTY8IGHT launched its eCommerce store in Singapore and Malaysia mid-November 2019. This came just shy of a month after the brand's inaugural eCommerce launch across Hong Kong, Taiwan, and South Korea. Through the eCommerce platform at 6IXTY8IGHT.com, the company aims to provide an integrated shopping experience for customers that bridges its online and physical stores seamlessly. 

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