According to a press statement given to Retail Dive, the direct-to-consumer athletic brand Alo Yoga debuted its first ready-to-wear collection for the holidays on Saturday at New York Fashion Week. Through Snap’s AR mirrors, participants were able to try on the new apparel during the event.
According to the press release, Alo Yoga’s most recent collection, dubbed the Aspen Collection, is influenced by luxury and athletic apparel for winter activities. With costs ranging from $54 to $1,425, it features floor-length faux fur jackets, ski suits, ribbed cashmere sets, and more.
By working with Web3 business MoonPay, the brand also unveiled its first non-fungible token based on the collection. Customers who buy items from the new line will acquire the authenticated NFT, which offers special advantages including access to Alo Wellness Clubs and customised shopping experiences.
Alo Yoga has joined the trend of retailers that link NFTs to real-world loyalty benefits as it adds more products. With the Aspen Collection, customers who want to get special perks have a new way to do so.
“Being able to try the collection in real-time via AR, and receiving an immutable certificate of ownership not only elevates the purchasing experience, but also elevates the authenticity, transparency and security of our products and creates the building blocks to provide lifetime value and rewards to our most loyal customers,” Angelic Vendette, vice president and head of marketing at Alo Yoga, said in a statement.
The brand’s tech-focused New York Fashion Week event is another example of what it is doing digitally. In June, Alo Yoga started accepting cryptocurrency as payment online, and employees can now get all or part of their pay in cryptocurrency.In February, the DTC store and Roblox collaborated to launch the virtual Alo Sanctuary, where guests could get a digital yoga mat and participate in meditation retreats.
NFTs are more frequently associated with special benefits for brands. Puma, a sportswear company, is also introducing NFTs at NYFW this year through a metaverse experience that can be exchanged for a set of limited-edition actual sneakers.Prada said in June that they would be doing monthly product drops with NFTs so that customers could get special benefits. Tiffany sold 250 limited CryptoPunks NFTs to customers in August. The NFTs came with necklaces that matched the designs on the NFTs.