New ‘Phygital’ Experience at Saks, Neiman Marcus Aims to Bring Shoppers into the Metaverse

Highstreet is bringing Web3 fashions to a number of leading retailers.

Fashion designer Jonathan Koon has teamed up with the retail-focused metaverse world Highstreet to launch a “phygital” experience at Saks Fifth Avenue, Neiman Marcus, Selfridges and a number of other retailers that is designed to “transport shoppers into the metaverse.”

The new 8-Bit line has a QR code sewn into each garment.

The latest line from Koon’s label — Mostly Heard Rarely Seen 8-Bit — features physical garments embedded with a redeemable non-fungible token (NFT). Each item in the collection has a QR code sewn in. By scanning the code, users are taken through steps to create their digital avatars in Highstreet complete with virtual versions of the 8-Bit items they purchased. Once in Highstreet, users will be granted $HIGH tokens (the native currency of the Highstreet metaverse) so they can start to explore the digital world.

Shoppers can also establish a permanent record of their ownership of the 8-Bit fashion drop by minting their apparel into NFTs, which establishes provenance and gives them access to digital resale markets such as OpenSea to LooksRare. Check out this video to see how it all works.

“With this launch, we aim to welcome more traditional, non-blockchain consumers to the Web3 world [by allowing] consumers to experience the energy and new possibilities in Web3 culture without needing to already possess the complex knowledge of navigating Web3 tech,” said Jenny Guo, Co-founder of Highstreet in a statement. “Today department stores around the world become the key that opens the doors to the Highstreet metaverse. Every step of the process is based on something we all already do: buying physical products we already love.”


The line is being carried by Sak’s Fifth Ave, Neiman Marcus, Selfridges, Harvey Nichols and Beymen, both online and in stores. Items in the collection range in price from $120 to $275, and future limited-edition collaborations are already in the works.


A Digital Experience To Help You Find Your Next Big Idea

This premium content is part of the Retail ThinkTank experience – a free, digital hub with dozens of exclusive and high-quality resources on the latest news and retail trends. Complete the brief form below ONCE to get access for free and receive our weekly newsletter!

As a Retail TouchPoints subscriber, you get free access to Retail ThinkTank, a hub with hot takes on the latest retail trends. Confirm your access below by entering your email and clicking the “Get Access” button.

Retail TouchPoints is a brand of Emerald X LLC. By clicking the button and submitting information, you acknowledge and agree that your information may be shared with corporate affiliates of Emerald X LLC, and other organizations such as event hosts, speakers, sponsors, and partners. Please read our Privacy Policy and our Terms Of Use for more information on our policies.

Access The Media Kit


Access Our Editorial Calendar

If you are downloading this on behalf of a client, please provide the company name and website information below: