Whether you understand the metaverse or not, Ralph Lauren is choosing to embrace the fictional world by selling its clothes in a special partnership.
The new partnership will make Ralph Lauren the first luxury brand to co-host a player tournament with Fortnite. The online game gained popularity in its initial year of release, 2017.
So what does a partnership between Ralph Lauren and Fortnite look like?
Well, first, Ralph Lauren is so excited about the new partnership that it slapped a new logo into the exclusive deal. The new logo with the online game includes a re-designed Polo pony logo, the first time the company has ever created a new logo in its 55-year history.
In addition to the new logo, Ralph Lauren will sell digital apparel and accessories, launching in the Fortnite shop on November 5. But you can also get your hands on the collection if you aren’t in the metaverse. A real-life collection will be available at select Ralph Lauren locations releasing November 2, with additional products dropping on December 1.
This isn’t Ralph Lauren’s first involvement with the metaverse. In December 2021, the luxury brand opened virtual stores in Roblox. The company’s CEO, Patrice Louvet, has made it clear that it plans on continuing its commitment to the metaverse.
“One of our strategies is to win over a new generation and the new generation is there. So we have to be there. There are a lot of parallels actually between the metaverse and Ralph’s vision because we are not a fashion company. We are in the dreams business.”