Ralph Lauren Ramps Up Metaverse Ambitions with Phygital Fashion Collection in Partnership with Fortnite

Ralph Lauren is joining forces with Fortnite to create its first phygital fashion collection.
Image source: Fortnite

Quick take:

  • Ralph Lauren is redesigning its signature polo logo for this collaboration with Fortnite.
  • The new logo features Ralph Lauren’s polo player sitting on top of Fortnite’s llama logo.
  • Some of the physical merch will sport the redesigned logo while others will be inspired by digital skins on Fortnite.

Ralph Lauren has teamed up with Fortnite for a phygital fashion collection as it expands its brand presence in the metaverse. The fashion brand has designed in-game digital fashion featuring a logo specially redesigned just for this collaboration.

The reimagined Ralph Lauren logo features its iconic polo player sitting on top of Fortnite’s llama logo. It will be seen on digital apparel including two “Polo 1991” jumpsuits as well as some physical merch including sweaters, polo shirts and others inspired by digital skins on Fortnite.

A digital boot designed by Ralph Lauren for Fortnite will also be available as a physical one in the coming months. The first phygital drop will be released online on Nov 2 while the second one will be available online and in Ralph Lauren stores on Dec 1. Prices for the Fortnite pieces range from 1300 to 1500 Vbux, or $10.39 to $11.99 and physical apparel will range from $59.50 to $188.

Ralph Lauren skins and associated in-game accessories will be available in the Fortnite Item Shop on Nov 5.

The fashion brand will also be hosting the Polo Stadium Cup, a virtual Fortnite tournament. Participants can stand a chance to win in-game rewards including early access to Ralph Lauren offerings. 

Ralph Lauren has previously partnered with Bitmoji for a branded digital wardrobe specifically designed for the avatars, a shoppable Roblox experience with winter sportswear looks, and designed avatar outfits for Zepeto. 

“Ralph Lauren has always designed dreams and created new worlds, and today, our collaboration with Fortnite will deliver a groundbreaking experience to a new community of next-generation players and consumers,” says David Lauren, Chief Branding and Innovation Officer at Ralph Lauren.

Owned by parent company Epic Games, which secured $2 billion in funding to build its metaverse, Fortnite boasts about 80 million monthly active users. While this pales in comparison to Roblox’s 200 million monthly active users, the online gaming platform has inked partnerships with fashion brands such as Moncler and Balenciaga.

According to software and data firm Geeiq, Fortnite players connect most with brands like Supreme, Under Armour, North Face, Rolex and Ray-Ban. 

Fortnite’s strong connections to sports, fashion and music were a major pull factor for Ralph Lauren. “Our partnership represents a completely fresh take on the Ralph Lauren brand, designing for the metaverse first, that is thoroughly focused on the future,” said the fashion company.

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