Hexaware part of UNFUR Project for creating digital fur fashion NFTs

29 Jul '22

2 min read

Pic: Shutterstock

Hexaware Technologies is one of the partners in the UNFUR Project, a campaign that raises awareness around the atrocities of the fur trade and attempts to create a sustainable alternative for fur and faux fur. The project creates digital fur fashion as NFTs that can be collected/purchased and the earnings will be directed to combat the fur trade.

The significant collaborators of Hexaware for this project are the International Anti-Fur Coalition (IAFC) and the University of Westminster.

The campaign was announced at MET AMS, Europe's leading metaverse festival and features a digital fur fashion collection that includes five pieces digitised as NFTs by Hexaware. The students from the University of Westminster's Fashion Institute created the head-turning designs for the collection.

"The UNFUR project intentionally brings tension between buying a digital fur fashion piece (because it is considered beautiful) while you are aware that this should not be bought in the physical world. We use this duality as a trigger to drive the audience to bid on one of the UNFUR NFTs and by doing so support the fight against the fur industry,” Paul van Raak, creative director- Mobiquity, part of Hexaware, said.

This project unveils the opportunities that metaverse can present for the fashion industry while eliminating limitations of the physical world. The campaign also strengthens the position of digital platforms as viable and sustainable options to bring in the next big revolution in the fashion industry.

"We are fortunate to have the chance of capitalising on our curiosity of Metaverse to unfold a new dimension for the fashion industry while contributing to a cause that saves millions of animals from atrocities. Like innovation, exploring new possibilities in the Metaverse drives our efforts and this campaign provides the right boost for our future endeavours,” Immanuel Kingsley, metaverse technology officer at Hexaware Technologies, said.

Fibre2Fashion News Desk (RR)

More Information Technology News - India...