Lacoste expands into Web3 with UNDW3

Written By Simon Mwebaze

Web3 is not just about art, sports, gaming, and PFPs (profile pictures). It has utility for almost any industry, including fashion.

The likes of Prada, Estee Lauder, Gucci, Nike, John Richmond, Burberry, are all moving into the Web3 space. And fresh on the scene? Lacoste.

The crocodile-logoed brand is launching an NFT collection named UNDW3 (pronounced ‘underwater’) that will include 11,212 pieces of the iconic L1212 polo shirt invented by René Lacoste.

“UNDW3 attests to our desire to accompany the phenomenon of decentralization driven by Web3 and bears witness to our ambitions in this area as well as to the power of our brand: to bring together our communities and connect cultures around the crocodile, a true rallying sign throughout the world, by proposing an experiential, interactive and co-creative universe, in the image of Lacoste’s creativity and avant-gardism,” Lacoste Chief Brand Officer Catherine Spindler said.

The pieces, which feature the crocodile graphic emerging from the water, launch June 14.

How can you get your hands on this brand’s NFTs?

  • By becoming part of the Lacoste List by being active on its discord community, following the company’s Web3 ecosystem, or winning at the raffle.
  • The public sale is available on popular NFT marketplaces OpenSea and LooksRare.

Once you mint, you become a member of the UNDW3 community. As a community member, you will enjoy exclusive access to products and events. Additionally, you get exclusive access to the brand’s Web3 universe where you will gain digital as well as physical and experiential benefits.

By entering Web3, Lacoste hopes to connect different communities and cultures by bringing together NFTs, pop culture enthusiasts, and Lacoste fans.


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