Dior, the esteemed French luxury fashion house, is embracing blockchain technology with the launch of its latest men’s footwear line.
The innovative B33 sneaker, designed by Dior Menswear artistic director Kim Jones, combines style with cutting-edge technology to provide customers with a new level of authenticity and exclusivity.
Featuring a unique encrypted online authentication system, each pair of B33 sneakers will be accompanied by a “digital twin” Non-Fungible Token (NFT) minted on the Ethereum blockchain.
This digital twin serves as a verifiable proof of authenticity, ensuring that customers are purchasing genuine Dior products.
The B33 sneaker boasts a modern silhouette, blending mohair with Dior’s iconic Oblique pattern. Its brushed-knit mohair material offers an ultra-soft touch, complemented by layered pop colors and brown suede inserts.
The embossed Dior signature on the padded tongue, wide orange mohair laces with brass eyelets, and cream-colored rubber sole featuring the Dior Oblique motif further elevate its style. This fashionable footwear will add a contemporary touch to any casual ensemble.
The initial release of the B33 sneaker will be exclusively available online starting from July 6, with a limited run of only 470 pairs.
Each pair will be linked to its corresponding NFT, ensuring its uniqueness and traceability on the Ethereum blockchain. These exclusive pairs will retail for $1,350 (£1100 in the UK), catering to the discerning tastes of luxury fashion enthusiasts.
In addition to the NFT-matched sneakers, Dior has plans to introduce six more styles of the B33. While these styles won’t include digital twin NFTs, they will feature an NFC chip placed under the sole of the right foot.
The NFC chip will provide access to a secure online platform where customers can receive digital certificates of authenticity and access other dedicated services, which Dior has yet to unveil.