Gucci's New Sneakers Cost Only $12 USD but You'll Never Be Able to Wear Them

The Italian luxury house is making experimental moves.

By
Footwear 
123,205 Hypes 9 Comments

As one of the world’s most popular brands, Gucci has capitalized on the multi-billion dollar sneaker market by dropping new logo-heavy silhouettes and remixing winning styles to keep things fresh. The Italian company’s latest kicks are its most egalitarian to date, weighing in at a mere $11.99 USD, but you’ll never be able to wear them.

Having already dipped into the digital footwear realm, the luxury fashion house Gucci is now launching a series of augmented reality (AR) sneakers. This is part of a major push from parent Kering to keep at the forefront of virtual reality trends.

To accomplish this, Gucci has once again collaborated with Belarus-based fashion-tech company Wanna, known for manipulating AR to create three-dimensional models that can be used for digital sneakers and watches fittings. Wanna is no stranger to the fashion and tech world, having worked with brands such as Reebok, Puma and Snapchat to test out the consumer response to virtually trying on clothing. Previously, Gucci has worked with Wanna to digitalize its AR sneaker “try-ons” in the Gucci app.

Gucci has shown great success adapting to the virtual clothing world, having already imagined gear for popular children’s game Roblox and style-conscious diversions such as Drest, Sims 4 and even Pokémon Go. With its virtual shoes, Gucci plans to target tech-savvy Gen Z consumers who may not yet be able to afford Gucci’s physical products. The shoes debuted on Wanna are in fact the hyper-real sneakers, Gucci Virtual 25, first revealed on Gucci’s sneaker garage in 2020.

The digital Gucci shoe, which goes for either $8.99 USD on Wanna’s app or $11.99 USD on Gucci’s app, is poised to reach a broader audience range. Gucci plans on selling the digital sneakers as a part of an access pack that allows users to try on the shoe virtually by taking a picture or a video and unlocking the shoe on Roblox. This initiative will remain affordable as Gucci and Wanna have promised an unlimited quantity of shoes that are interchangeable between consumers. Both companies are currently working to devise trading capabilities that may boost the value of these digital sneakers once introduced.

In recent weeks, the virtual trading world has made headlines with non-fungible tokens, drawing some truly eye-watering figures at auction. Wanna CEO Sergey Arkhangelskiy predicts that NFT and AR technology will only continue to grow in the near future. “In five or maybe 10 years a relatively big chunk of fashion brands revenue will come from digital products,” Arkhangelskiy told The Business of Fashion. “Our goal as a company is to actually supersede the product photos … and substitute it for something which is way more engaging and closer to offline shopping.”

In case you missed it, Sotheby’s announces NFT collaboration with digital artist Pak.

Read Full Article

What to Read Next

You'll Never Get Wet Wearing Y-3's SS21 Collection
Fashion

You'll Never Get Wet Wearing Y-3's SS21 Collection

Almost everything is covered in GORE-TEX, features sealed seams, or is elevated to protect you from the elements.

Nendo Designs a Soccer Ball You'll Never Need to Inflate
Design

Nendo Designs a Soccer Ball You'll Never Need to Inflate

The modular design is achieved through 54 interlocking pieces which are “inflated” by internal air pressure.

YEEZY Fans, Soon You'll Be Able to Get Season 4 Gear Again
Fashion

YEEZY Fans, Soon You'll Be Able to Get Season 4 Gear Again

Have those credit cards ready.


You'll Soon Be Able to Live Stream VR NBA Games On-Demand
Sports

You'll Soon Be Able to Live Stream VR NBA Games On-Demand

Up close and personal.

Braun Taps Virgil Abloh To Celebrate 100 Years of "Good Design"
Tech

Braun Taps Virgil Abloh To Celebrate 100 Years of "Good Design"

Abloh delves into Braun’s archives to put his own spin on the classic 1965 Wandanlage hi-fi audio wall unit.

Rare 1937 PSA 10 Jesse Owens Card Sells for $380K USD on eBay
Gaming

Rare 1937 PSA 10 Jesse Owens Card Sells for $380K USD on eBay

Commemorating his four gold medals won at the infamous Berlin games.

POST ARCHIVE FACTION Takes Over Arario Gallery With Its "FINAL CUT" Exhibition
Fashion

POST ARCHIVE FACTION Takes Over Arario Gallery With Its "FINAL CUT" Exhibition

Led by Erika Cox, Artistic Director of PAF.


Heinz Introduces Wasabioli, Hanch and Tarchup Mashup Sauces
Food & Beverage

Heinz Introduces Wasabioli, Hanch and Tarchup Mashup Sauces

Doing the mixing for you.

Takashi Murakami Joins IVXLCDM for a Golden 'Flower Parent and Child' Necklace
Fashion

Takashi Murakami Joins IVXLCDM for a Golden 'Flower Parent and Child' Necklace

Turning Murakami’s 32-foot sculpture into a golden pendant.

7-Eleven Sweden Releases a Limited Pyjama Set
Fashion

7-Eleven Sweden Releases a Limited Pyjama Set

Coming in the convenience store chain’s signature colors.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Adblock Detected.

We charge advertisers instead of our readers. If you enjoy our content, please add us to your adblocker's whitelist. We'd really appreciated it.