Dior Embraces Blockchain with the Launch of B33 Sneakers

Dior, the esteemed fashion house, has introduced the B33 sneakers, merging high fashion with high tech by implementing a digital authentication system using Ethereum's blockchain technology.

Jul 3, 2023
by Anvi Saini
Dior Embraces Blockchain with the Launch of B33 Sneakers

Dior, the renowned fashion house, steps into the future with the debut of its innovative B33 sneakers. This launch marks Dior's foray into the intersection of high fashion and high tech, as it introduces a unique digital authentication system using Ethereum's blockchain technology.

The Dawn of Blockchain-Backed Fashion Authentication

The B33 sneakers, the brainchild of Dior Menswear's artistic director Kim Jones, are the highlight of the Dior Men's Fall 2023 collection. However, these avant-garde shoes are more than just a fashion statement. Each pair of B33 sneakers has a digital double, a corresponding Non-Fungible Token (NFT), setting a new precedent in product authentication.

This unique approach ensures the unrivalled authenticity of each shoe, providing an extra layer of assurance for discerning buyers. Adding to their exclusivity, Dior is releasing only 470 pairs of these blockchain-backed B33 sneakers, each priced at $1,350.

Innovative Tech in Every Step

Dior's use of Ethereum's blockchain technology extends beyond authentication. Six additional styles of the B33 sneakers are set to feature an innovative near field communication (NFC) chip embedded under the right shoe's sole. This hidden tech gem is linked to an encrypted key, unlocking a personalized online platform for the shoe's owners.

The platform houses digital certificates of authenticity for the sneakers and a host of exclusive, yet-to-be-unveiled services, keeping the owners intrigued and engaged.

The move towards blockchain technology is not new for Dior's parent company, LVMH. Brands under the LVMH umbrella, such as Louis Vuitton, TAG Heuer, and Hennessy, have integrated blockchain-based features into their products and programs.

However, Dior's latest move stands out, not for the technology it embraces, but for the terms it consciously avoids. Dior has steered clear of buzzwords like "Web3", "crypto", and "NFTs", focusing instead on the product's benefits. This approach suggests a cautious attempt to ride the blockchain wave without stirring up the stigma associated with these terms.


Dior's introduction of the B33 sneakers marks a significant step in the fusion of high fashion and high tech. By leveraging Ethereum's blockchain technology for digital authentication and introducing a personalized online platform for owners, Dior is setting new standards in the fashion industry. As the world of fashion continues to evolve, Dior's innovative approach positions it at the forefront of this exciting intersection of style and technology.

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