Louis Vuitton will issue hundreds of non-transferable NFTs for €39,000

French fashion house Louis Vuitton has announced that it will soon begin selling a series of tokens in the form of the brand’s iconic trunk. NFTs will only be available to “select customers.”

French fashion house Louis Vuitton has announced the launch of the VIA Treasure Trunk, a digital copy of its iconic product, the treasure chest, in the form of NFTs.

There will be “only a few hundred” NFTs available for purchase. And each Treasure Trunk is priced at €39k. Waitlist entries will begin on June 8, and select participants will have access to a preview of the tokens on June 14. You’ll be able to buy them starting June 16, including for cryptocurrencies.

The Louis Vuitton Chest appeared in the mid-19th century and has since become a hallmark of the brand. NFT, called VIA Treasure Trunk, is designed as a token linked to the identity of the owner (SBT).

Soulbound tokens (SBTs) are unique non-financial tokens that are not transferable. Such NFTs are issued in a single instance and are permanently tied to a single blockchain address.

The company explained that the NFT Treasure Trunk will give owners access to the VIA portal (the brand’s NFT store). And which will act as a gateway for those wishing to purchase other Louis Vuitton digital items. Each collectible from the new releases will give buyers exclusive access to its physical counterparts. And so the company promises, without explaining what the exclusivity of this access is.

The SBT format prohibits owners from transferring or selling Treasure Trunk tokens after purchase. While “ensuring that only a select few will have access to the VIA portal,” Louis Vuitton said. Users will then be able to sell future digital collectibles purchased through VIA on other NFT marketplaces.

Our experts note that this is not the fashion house’s first experience in the digital space. In 2021, Louis Vuitton released a video game called Louis The Game to celebrate the 200th anniversary of its founder Louis Vuitton. And in which players had to find 30 hidden NFTs.