After nearly two years of dabbling with NFTs, Diesel is bringing its digital wearables to Facebook, Instagram and other Meta-owned platforms.
The Meta Avatars Store launched five styles designed by Diesel and its meta-fashion collaborator DressX Thursday, with plans to release five more later this fall, DressX said. The virtual clothing will mirror Diesel’s in-store physical offering and include denim jackets, jeans, contemporary streetwear and sneakers.
“This collaboration is a testament to our commitment to bringing the most renowned fashion brands to the metaverse and giving a world-class experience to the digitally native customers developing avatar-commerce,” DressX founders Daria Shapovalova and Natalia Modenova said in a statement. “Together, we are bridging the gap between physical and digital fashion, offering fashion enthusiasts an immersive and innovative experience.”
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Meta’s Avatars Store launched in June of last year with outfits from Balenciaga, Prada and Thom Browne. Since then, it has added digital clothing from luxury fashion house Valentino, athleticwear brand Puma and clothing company Madhappy. Prices for premium outfits—the store offers an assortment of free options as well—range from $1.99-$5.99, the price for each of Diesel’s items. DressX sells its own self-branded designs for $2.99 per outfit.
Diesel’s parent company OTB made its first major investment in the metaverse in 2021 with the creation of Brave Virtual Xperience (BVX), a business unit dedicated to creating products for the virtual world. Months later, Diesel unveiled D:Verse, a platform that would host its virtual products, including a debut NFT collection consisting of hero pieces from the brand’s Fall/Winter 2022 presentation.
Ownership included a physical version of the product, NFT digital artwork of the product and a wearable version for the owner’s avatar in the metaverse. Diesel also released a D:Verse-Key, which included exclusive access to discounted NFT pre-sales, raffles, free airdrops, metaverse wearables and a physical “D” monogram leather accessory.
“This collaboration with DressX represents an exciting chapter for Diesel and remarks its commitment to engaging technology with fashion,” BVX CEO and OTB board member Stefano Rosso said in a statement. “We are thrilled to see Diesel’s timeless pieces reimagined in the digital realm, empowering users to express their individuality in unique and unprecedented ways.”
