The Web3 Approach Behind Dior’s NFC-Based B33 Sneakers

Dior’s B33 NFT Sneakers are with exceptional additions including Digital Twin.

Technology in Fashion

25 July, 2023

Table of contents

B33 Sneakers belong in Dior men’s Fall 2023 collection curated by Kim Jones. The sneakers were designed to be more urban, and relaxed with an obvious reflection of the Ateliers’ craftsmanship. The product is enhanced in three ways: first with use of soft mohair, second by the Dior Oblique toile and the final one with a refined version of Dior Tears capsule’s denim.

Along with the three additions, as a way to commemorate the brand’s innovative spirit, there is an encrypted digital key which gives access to a secure platform that provides desired services. The key is built using Near Field Communication (NFC) technology. Inside the platform, the customer can see the “certificate of authenticity” (provided by the Aura Blockchain Consortium) for the shoe in addition to the information about the manufacturing process and the preview for the sneaker launches in near future.

There is also an exclusive edition containing Digital Twin Collectible - 470 original copies which combines mohair with Dior Oblique. They are connected to their digital counterparts to create a 3D space affixed on the Ethereum blockchain. It is a public protocol system that authorises information to be stored and transmitted in a transparent and protected manner, without a controlling median. The price of this product ranges from $1,000 to $1,350.

Reading The Encrypted Digital Key

The encrypted digital key is placed in the sole of the right foot. Only a few mobile devices can scan the key. The devices include iPhone 7 and 7 Plus, iPhone 8 and 8 Plus, iPhone X, iPhone XR, iPhone XS and XS Max, iPhone 11, 11 Pro and 11 Pro Max, iPhone SE (2020 model), iPhone 12, 12 Pro, 12 Pro Max and 12 Mini (Sagar, 2021), iPhone 13, 13 Pro, 13 Pro Max and 13 Mini, iPhone 14, 14 Pro, 14 Pro Max, 14 Mini and all the Samsung mobile phones.

If the customer is using a newer iPhone/Samsung, they have to tilt their phone to the reader, pointing the top of the phone straight to the reader. For those who use older iPhones/Samsung, the NFC sensor is usually placed at the backside of the phone - at the centre, top or bottom. They might have to experiment with their phone to get the right angle.

Digital Certificate of Authenticity

The Digital Certificate of Authenticity is the official bona fide proof of genuineness for the Dior product you purchased. This certificate will give you access to instantly verify the genuinity of the product. The product’s originality information is stored on the Aura Private blockchain. The customer can look through the details by scanning the QR code placed on the Digital Certificate of Authenticity and opening the Aura Product Page.

The certificate is limited, for the first time, to those who possess physical Dior product and associated code, shared post purchase through SMS and email. The code ensures that only the purchasers have access to the certificate. The customers must scan the encrypted key through their phone to download the certificate.

Once the purchaser claims the certificate, they can share it to the product’s new owner any time in order to allow them to own the proof of genuinity of the product. The transfer process is a simple one. All you have to do is click on the “Transfer Ownership” option. It will send you a message asking for confirmation to transfer. After confirming, the purchaser will be provided with a QR code with a share button. They will have two options - one is for the future owner of the certificate to scan the QR code and access the claim process on their phone, or the current owner can choose the “Share” option which will give them their chosen platform to transfer a claim process link to the future owner.

Digital Twin Collectible

Digital Twin Collectible is the digital version of the physical Dior product in a frame of entailed non-fungible token (NFT), stamped on the public Ethereum Blockchain. Owning the B33 Digital Twin Collectible will ensure private access to services such as guaranteed pre-access to future Dior products even before the launch - beginning from Spring 2024 collection - and a custom-built Snapchat filter.

Similar to the Digital Certificate of Authenticity, only the clients who possess physical Dior products can claim the Digital Twin Collectible. The clients have to scan the encrypted key with their phone to download the Digital Twin Collectible. This double-claim process is to prevent any others from accessing the collectible and provide the purchaser an assisted proximity to the product. They can re-tap within the preset period of 33 days.

One must remember that to initiate the claiming of Digital Twin Collectible, they must download the Digital Certificate of Authenticity first.

Future Owners

Launching limited edition sneakers can be a major talk of the town. It keeps the people engaged with the brand. Even after several times of usage, the collection will have higher demand in the “secondhand” market.

Dior would be a pioneer in supporting its future clients to be sure about the authenticity of the purchased products. The Ethereum blockchain will provide them with full access to the entire information of the products’ life cycle.

Additionally, the certificate of authenticity can assist the owners differentiate the Dior products from the counterfeits which are not directly from the House, and enable the brand to maintain and enhance its strategy on communication and effective promotion. But, if the products’ ownership changes from one person to another, all the perks surrounding these sneakers will be limited to the new owners and not the old ones.

Cover Image: Dior B33 Sneakers, courtesy Dior Official Website