HUGO BLUE Unveils Immersive Clothing Partnership With Imaginary Ones, Powered in Roblox

HUGO delves further into the Metaverse with an exclusive denim-gaming drop.

HUGO has collaborated with the video game Imaginary Ones for an exclusive collaborative clothing drop. The exclusive, customisable denim jacket stems from HUGO’s Blue line which launched earlier this year and has been innovatively adapted for Web3 with an integrated NFC tag that unlocks immersive, digital experiences and skins through Roblox.

The team at HUGO stated their goal with the drop as “build hype, ignite curiosity”, unveiling details with dedicated fans on Discord and X (formerly Twitter) back in March. Not long after, users were offered a unique opportunity to receive a physical jacket via a deposit system, and last week buyers were offered a 72-hour window to claim their jacket via a hidden “easter egg” at This release is the latest effort from HUGO to engage with gaming communities via the Metaverse as the brand continues to carve out a key cultural space with Gen-Z. 

The denim jacket comes with an exclusive DIY customisation kit consisting of five HUGO x Imaginary Ones patches that can be applied to your liking. The jacket also comes with a hidden NFC tag beneath the HUGO flower patch, offering an exclusive WebAR-powered experience, the tag allows users to customise their digital outfit and share it on any social platform without a dedicated app. The “wearable” can also be redeemed for a unique Roblox skin that holders can use in the entire Roblox infrastructure, claimable in a secret bubble room, where they can also select a matching helmet. Once this Roblox skin has been redeemed, users will receive the equivalent of 350 USD in the Imaginary Ones’ digital currency $BUBBLE Coim, with an additional 10-30% more $BUBBLE Coin for each NFT they own.


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