Forever 21 is celebrating its one year “meta-versary” with the launch of a metaverse-inspired, real-world fashion collection.
The F21 Metaverse Collection features hoodies and T-shirts designed with elements from the brand’s virtual offerings and is now available in-stores and online. The collection also includes a real-life version of the fan-favorite Forever Beanie, which was the No. 1 selling avatar item in Forever 21 Shop City on Roblox. The crossover activation was developed in partnership with metaverse consultancy Virtual Brand Group (VBG).
“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 of Forever 21 CEO in a statement. “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.”
In tandem with the release of the real-world collection, Forever 21 Shop City will also offer a limited-edition tradeable Roblox accessory collection for the first time ever — one new virtual item will debut each day for just six hours from Dec. 5 through Dec. 9, 2022.
Forever 21’s partnership with Roblox launched in December 2021 with the retailer intending to use the gaming platform as a testing ground for future metaverse activations. Now, Forever 21 said it is also working on ways to connect virtual and physical items through “phygital” 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 Hochberg, CEO of VBG in a statement. “Today’s launch showcases how Forever 21 has created an entirely new way to innovate, design and retail fashion globally. Roblox is a phenomenal platform, and I can’t wait to reveal the next exciting experience that consumers can expect from Shop City.”