Edit LDN, a UK-based retail brand, has entered the world of virtual reality by establishing its own premium store in Bloktopia, a virtual reality metaverse. The brand will be offering digital sneakers as NFTs for purchase on the platform. These digital wearables can be worn by gamers’ avatars in various games and metaverses.
Moses Rashid, the founder of Edit LDN, believes that luxury brands must embrace a Web3 strategy and join the metaverse. He explains that their target audience is increasingly digitally focused, interested in crypto and NFTs, and eager to acquire products in unique ways. The partnership with Bloktopia marks Edit LDN’s first step towards becoming a market innovator.
CEO Ross Tavakoli highlights the unique feature of Bloktopia’s offering compared to platforms like Fortnite. While digital clothing purchases in other platforms are limited to that specific app, Bloktopia’s NFT function allows users to purchase digital sneakers that can be worn not only in Bloktopia but also in hundreds of other games and metaverses.
The collaboration between Edit LDN and Bloktopia extends beyond the virtual realm. Users will have the opportunity to buy Edit LDN’s sneaker NFTs for their avatars and receive real-life sneakers for themselves. This integration of the virtual and physical worlds adds an extra level of value and excitement for customers.
Since its launch in January 2020, Edit LDN has experienced outstanding growth, with a remarkable 525% increase in just one year. The brand has established itself as the leading destination for sneakers in the UK, solidifying its position as a market leader.
Edit LDN’s entry into the metaverse reflects the growing demand for digital fashion and the increasing significance of virtual experiences. As consumers continue to embrace virtual reality and seek new ways to express themselves digitally, brands like Edit LDN are seizing the opportunity to connect with their audience in innovative ways. The blending of fashion and technology in the metaverse opens up endless possibilities for brands and consumers, blurring the boundaries between physical and digital fashion.
