Forever 21 launches a physical collection based on its digital line on Roblox’s metaverse

Forever 21 is the latest fashion brand to tie its physical products to a line of digital wearables for metaverse avatars. The F21 Metaverse Collection is already available in stores and on forever21.com. The prices for virtual items start at $14.99.

Over a year ago, the American fast-fashion brand released a virtual product collection on Roblox. The Los Angeles-based company teamed up with metaverse creation firm Virtual Brand Group to develop the Forever 21 Shop City on Roblox. The metaverse company has helped Tommy Hilfiger, PacSun, and Ralph Lauren enter the virtual world.

The collection offers all types of digital wearables: from hoodies and t-shirts to mini-skirts and flared pants. All of the items include real-life versions of clothes. One of the top products is the fan-favorite Forever Beanie, the top-selling item in Forever 21 Shop City.

For the first time, Forever 21’s digital collection is offering limited-edition tradeable Roblox accessories. One new item is available each day for only six hours from December 5 to December 9.

Metaverse Fashion Trends 2022 report by Roblox indicates that 70% of Gen Z platform users say they borrow ideas from their physical appearance to pass them onto their avatars. The paper also notes that with young people interacting in immersive social platforms, “the demand for digital fashion, its widespread impact and, as a result, its prestige are on the rise.” In addition, half of the respondents in the survey stated they change their avatar’s clothing at least once a week, thus driving the market for digital wearables further.

“Our initial goal with Forever 21 Shop City was to expand how we engage with our customers and make our products accessible to all. 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,”

said Winnie Park, the CEO of Forever 21.

Fashion brands are bullish on the metaverse: H&M is soon releasing a metaverse collection and an immersive virtual space. Mango and Bershka also made their moves into the digital world.