By Allison Watkinson
In partnership with Virtual Brand Group, Forever 21 is launching a real-life fashion collection inspired by items in its Shop City metaverse store on Roblox.
The new F21 Metaverse Collection features hoodies, t-shirts, and accessories with elements inspired by the brand’s virtual products featured on the Shop City Roblox e-store. The collection also includes a real-life version of the Forever Beanie, the best-selling item on Forever 21 Shop City.
“Our initial goal with Forever 21 Shop City was to expand how we engage with our customers and make our products accessible to all,” said Winnie Park, CEO, Forever 21. “With the success of the virtual Forever Beanie in our Roblox store, we are thrilled to bring this beloved product and the entire F21 Metaverse Collection to life.”
Forever 21 is a fashion company that currently operates 572 retail locations across the globe and online. In recent years, the company has been focused on expanding its digital e-commerce presence through the metaverse gaming platform, Roblox. Forever 21 is currently working with the Virtual Brand Group to develop new ways to connect its virtual and physical items through hybrid retail experiences.
“Since its launch on Roblox last year, Forever 21 has pushed boundaries, becoming the first and largest retailer to make on-trend virtual fashion accessible,” said Justin W. Hochberg, CEO, Virtual Brand Group.
“Today’s launch showcases how Forever 21, in partnership with VBG, has created an entirely new way to innovate, design and retail fashion globally,” added Hochberg. “Roblox is a phenomenal platform, and I can’t wait to reveal the next exciting experience that consumers can expect from Shop City.”
Virtual Brand Group is an international metaverse creation company that assists its clients with building and managing brands on virtual platforms. VBG helps its partners build online experiences, social games, digital marketing campaigns, virtual fashion collections, and token reward programs based on global IPs.
Virtual Brand Group recently received Licensing International’s Best Digital Licensed Product award for its work building Forever21’s Shop City into the top retailer on the Roblox metaverse. Forever 21 Shop City features virtual apparel, accessories, shoes, costumes and more that players can equip on their in-game Roblox avatars.
During the month of December, Forever 21 Shop City plans to release a limited-edition virtual accessories collection to compliment its real-life F21 Metaverse Collection. The virtual accessories collection will launch one item per day and each item will be available for less than 24 hours.
By Allison Watkinson