Ralph Lauren has partnered with the video game Fortnite to introduce a digital clothing and accessories collection within the Fortnite Item Shop and a physical capsule collection on 30 October.
Besides that, the company has redesigned its Polo Pony logo, the first time the brand has done so in its 50-year history. Inspired by the Stadium collection and the Polo Sport line from the ’90s, the brand is releasing two outfits for Fortnite and the physical capsule collection was made available.
To launch the collection, the brand is hosting a Twitch livestream event, there rapper Polo G will perform, and streamers and sports stars, including Alixxa, Sommerset and Ta1yo, will make an appearance.
Though Ralph Lauren is investing even more in platforms it perceives to be the future. In addition to its collaboration with Fortnite, the iconic clothing brand also introduced its first digital clothing line within Roblox late last year.
Earlier this year, the brand said it planned to invest an undisclosed sum in Franklin Venture Partners, a Silicon Valley-centric investment firm, to fund “innovative consumer technology companies, with a particular focus on companies led by women.
David Lauren, chief branding and innovation officer at Ralph Lauren said, “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.”
Also, their partnership represents a completely fresh take on the Ralph Lauren brand designing for the metaverse first, that is thoroughly focused on the future. So, to lead digital exploration, building on our decades-long track record of pioneering innovation.
In 2021, the company raised $2 billion from Sony Group Corporation and Kirkbi (the investment company behind The Lego Group), funding which is wanted to use to build the metaverse.
At that time, the investment propelled its valuation to $31.5 billion.
Though some brands are turning to metaverse activations to reach new customers, it remains to be seen whether the concept will catch on more broadly.
