PHILIPP PLEIN - a brand with a provocative soul and maximalist style, continues to break all the rules of fashion by promoting a new luxury and lifestyle concept with the launch of the very first phygital eyewear style: the Crypto King$ Limited Edition. The new PHILIPP PLEIN eyewear collection, featuring the exclusive phygital style, was officially presented as a world exclusive at SILMO and during a special event which took place at the boutique situated in Avenue George V to celebrate the new pioneering project. According to DE RIGO, we are witnessing the coming of a new era, in which the concept of reality changes and even luxury becomes immaterial and expands into the virtual dimension. Always avant-garde and always ready to break boundaries and experiment, PHILIPP PLEIN was the first luxury brand to adopt cryptocurrencies as a payment method and to open a Crypto Concept Store in London. Re-affirming itself as a pioneer, the brand brings physicality into the digital world and gives physical presence to virtual things.