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While some fashion and lifestyle labels have yet to take on the metaverse or have been slow to engage consumers via the world wide web, Ralph Lauren has prided itself on being a leader within the virtual space. The renowned brand was one of the first to dive into the e-commerce space (over 25 years ago) and is now taking another leap by delivering an immersive experience with Fortnite.
Epic Games’ wildly popular title, Fortnite, boats more than 400 million users across its solo gaming and squad gaming services. And conceived as a digital-first initiative, the Polo Ralph Lauren x Fortnite collaboration involves a capsule collection of items that will be made available for the Fortnite game.
The new Polo “Stadium” collection features men’s and women’s full-body racing gear (with zip front closure), fitted caps, outerwear and a pair of newly designed Polo boots. Red, black, white and blue colorways are featured, while cosmetic items will also be available in the drop. Both digital and physical items have been created for the capsule, while this also marks the first time in the brand’s history that its iconic “Polo Pony” logo has been redesigned (specifically for this launch).
Commenting on the two companies partnering up, Ralph Lauren’s Chief Branding and Innovation Officer, David Lauren, says: “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. Our partnership represents a completely fresh take on the Ralph Lauren brand—designing for the metaverse first—that is thoroughly focused on the future. We are excited to continue to lead digital exploration, building on our decades-long track record of pioneering innovation.”
Starting November 2, the physical capsule collection will be available on the Ralph Lauren website, while the digital Fortnite items will be added for sale in the Fortnite Item Shop on November 5. A kick-off live streaming event on Twitch will take place on November 3 (at 1:00 p.m. ET), to celebrate the collab launch – with an exclusive performance by Polo G, who exclusively shared with Hypebeast: “This partnership with Ralph Lauren and Fortnite is dope because it’s always been my dream to collaborate with Polo Ralph Lauren. My rap name is inspired by the brand, and it’s a bonus with Fortnite being the biggest gaming platform in the world.”
Additionally, a first-ever, luxury brand co-hosted Polo “Stadium Cup” player tournament will take place on November 4.
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