Retail in Asia


Hermès files for Web3 trademark, teases Metaverse debut

After Hermès’ legal dispute with Metabirkin NFT, artist Mason Rothschild gained global attention with many brands rushing to register Web3 trademarks. Last December, Hermès threatened Metabirkin NFT creator Mason Rothschild with a cease-and-desist letter. The French luxury brand has finally filed a trademark to protect its name in the Web3 space.

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The Web3 services and goods include downloadable software for generating non-fungible tokens (NFTs) using blockchain technology, downloadable computer software for trading, viewing, storing, digital collectibles, cryptocurrencies, and digital wearables. Hermès has also announced plans to cover virtual and mixed reality headsets and virtual reality glasses.

Source: Mason Rothschild’s “MetaBirkins”

Though, NFTs and virtual reality aren’t the only things covered in the trademark application. Besides retail store services using digital wearables, there is also an online marketplace where virtual goods can be bought and sold, and financial services, including virtual currency transfers for digital collectibles.

Additionally, Hermès plans to use virtual reality for fashion shows, fairs and exhibitions, guided tours, and games. The fashion house wants to create an online community where registered users can engage in discussions, form virtual communities, and participate in social networking related to NFTs, metaverses, and online virtual worlds.

SEE ALSO: Hermès opens new store in Wuhan

To prevent another trademark war, Hermès seems to be covering all bases with its extensive list of goods and services. While it hasn’t yet entered the NFT space as it values “tangible expression of handcrafted physical objects”, if it does, it will join luxury fashion houses such  Louis Vuitton, Gucci, Givenchy, Dolce & Gabbana and others in Web3.