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Forever 21 Shop City Debuts in Metaverse

Roblox players can create custom virtual store




For the visual merchandiser in all of us, fast fashion brand Forever 21 (Los Angeles) will allow players of metaverse platform Roblox create and operate their own custom virtual fashion boutiques, reports Venture Beat. The brand has entered into an exclusive partnership with Virtual Brand Group (Austin, Texas), a metaverse creation company, to build the experience.

“The metaverse is the most transformative innovation since the creation of the internet,” said Justin Hochberg, VBG CEO. “Roblox is one of the platforms creating the biggest business opportunities for brands with more than 50 million daily active users who socialize and live digital lives for hours every day, just like my son, daughter and all their friends do.”

Users of Forever 21 Shop City will be able to buy and sell the brand’s merchandise, hire non-player characters (NPCs) as employees and design and customize the store to their liking. Influencer Sam Jorder (@Builder_Boy) along with @Beeism, @OceanOrbsRBX and @JazzyX3 created exclusive items for the virtual store.



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