Play! is a digital platform for fashion and play. Pop! Go! Go! is launching its first collection of staples inspired by streetwear. Eight pieces of streetwear will debut at Paris Fashion Week, followed by a Pop-Up Store featuring collaborations between Bonnie Clyde eyewear and Gucci vault artist Pet Liger. There are 28 pieces in the collection, priced from $50-$650. The subsequent releases will take place between June and July.
The brand’s unique storyline, which includes quests, will also offer rewards for those who follow it over time and interact with it. The digital twin for purchased items and virtual closet on the platform will store customers’ personal purchasing history, and those with bigger collections will receive rewards.
Founder and creative director Amber Park said, “Luxury streetwear is an important component because, if you are talking about gaming and digital, especially the metaverse, fashion is such a pure way of expressing your identity.”
“At the same time, we are showing our audience how they can free their imagination in the gaming space and connect with their inner child through art and creativity,” she added.