DKNY, the renowned fashion brand, is stepping into the virtual realm with the debut of its exclusive collection on Roblox. By leveraging the massive user base of Roblox, DKNY aims to connect with millions of players through virtual items inspired by its recently launched Heart of New York range.

In collaboration with in-game retailer Dubit, DKNY is expanding the digital apparel and accessories options available on Roblox. The collection, derived from DKNY’s Heart of New York line, comprises 20 stylish pieces including jackets, handbags, and hats. This strategic move underscores DKNY's commitment to innovation and engagement in the digital space.

Accessible across multiple Roblox games, DKNY’s virtual offerings promise an immersive experience for players. Moreover, the brand is introducing a limited edition specialty item, exclusively available for redemption by Roblox players, adding a unique touch to the virtual fashion landscape.

Joining a growing list of brands embracing Roblox’s vast audience, DKNY's initiative follows in the footsteps of industry giants like Adidas, Hugo Boss, Mango, and Walmart. By integrating interactive games and virtual product renderings, these brands are tapping into the dynamic world of gaming to engage with consumers in new and exciting ways.

Dubit, the creative force behind DKNY's virtual collection, has a track record of collaborating with prominent brands and retailers such as H&M, Unilever, and Adidas to create immersive in-game retail experiences. With this latest venture, DKNY aims to captivate a staggering audience of 20 million Roblox players, signaling the brand's ambition to lead in the virtual fashion landscape.

Andrew Douthwaite, CCO at Dubit, expressed excitement about the collaboration, highlighting the potential of virtual merchandise to resonate with digitally native audiences. This partnership underscores the evolving landscape of retail, where virtual experiences play a pivotal role in brand-consumer interactions.

As Roblox continues to evolve as a platform for brands and retailers, it is introducing innovative advertising solutions to enhance engagement. With the introduction of immersive video ads, Roblox is providing advertisers with new avenues to connect with users, further cementing its position as a leading destination for digital experiences.

Before making its foray into Roblox, DKNY participated in Metaverse Fashion Week alongside other notable brands in March 2022, signaling its early recognition of the potential of virtual fashion events. This strategic move reflects DKNY's forward-thinking approach to embracing emerging trends and technologies in the fashion industry.