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Lacoste Launches Its First NFT Project, “UNDW3”

Milestone Date: June 14, 2022


Lacoste, the French luxury fashion brand recognized for its iconic crocodile logo, has launched a unique non-fungible token (NFT) project called "UNDW3,” pronounced “underwater.” By owning an NFT from this project, holders gain entry into the Lacoste Decentralized Autonomous Organization (DAO), which allows them to be part of the innovative Lacoste underwater initiative and gain access to some of the brand's exclusive offerings.

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Lacoste NFT & Metaverse ProgramLacoste NFT & Metaverse Program

The name "UNDW3" cleverly combines references to the underwater world, Web3 technology, and Lacoste’s emblematic crocodile motif. With a Twitter description that says, “A brand-new crocodile is emerging. Join the 3.0 family. Live the UNDW3 experience, build with you,” the brand is urging its fans and customers to engage in its Web3 launch. It’s worth noting that Lacoste's NFTs are distinct as they are not digital art pieces—they serve as passes (a practice known in the blockchain world as “token gating”). Holders of these NFTs are granted access to an animated image featuring a crocodile emerging from the water.

The NFT pass will not only allow holders to access the Lacoste DAO, but they will also be able to acquire personalized products, unlock exclusive items and experiences, and actively participate in the creative journey.

“UNDW3 attests to our desire to support the phenomenon of decentralization driven by Web3 and demonstrates our ambitions in this area as well as the power of our brand: uniting our communities and connecting cultures around the crocodile, a true rallying sign around the world, by offering an experiential, interactive and co-creative universe, reflecting the creativity and avant-garde of Lacoste,” said Catherine Spindler, director of Lacoste.

Lacoste is unequivocally demonstrating its commitment to embracing the possibilities of Web3 and creating immersive, exclusive experiences for its community.

By Elizabeth Morrison

Published:June 14, 2022



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