Alo Yoga, a renowned activewear and wellness lifestyle brand, has recently announced the launch of its unisex digital wearable collection. The collection will be made available in more than 1000 metaverses and social media networks, with key partnerships with leading platforms like Zepeto, Roblox, Decentraland, The Sandbox, ReadyPlayerMe, RecRoom, VRChat, TikTok, Snapchat, and Instagram. This digital fashion collection has been launched in tandem with the Paris Fashion Week, an event that showcases the latest collections from some of the world’s most famous fashion designers.
In recent years, the fashion industry has taken a digital turn, and this collection celebrates digital identity while promoting mindfulness in the digital space. It features the Alo Accolade Hoodie, Accolade Sweatpant, and canvas Bucket Hat. The brand aims to consolidate its presence within the digital realm, which signifies both its investment in the community and the importance of digital identity and expression.
The Global Head of Marketing at Alo Yoga, Angelic Vendette, said, “We had more leggings being worn in the metaverse last year than we did in real life, and we want to continue solidifying our presence within the digital realm, signifying both our investment in our community and in digital worlds, as the importance of digital identity and expression become more and more important.”
The collaboration with Sawhorse Interactive has led to the launch of this digital fashion collection. Last year, the two companies collaborated to create Alo Yoga’s Sanctuary in Roblox. Although each platform uses different technologies, the collection has been designed to create one outfit that can be worn across multiple platforms. Nic Hill, Head of Interactive at Sawhorse, said, “This project was inspired by the ambitious vision of digital clothing interoperability across the metaverse. Currently, the technology on each platform is different, but to give a taste of the future of digital clothing, we collaborated with Alo to create one outfit that can truly be worn across many platforms.”
Alo Yoga has been making strides in web3 initiatives, such as launching their first Aspen Collection NFT in the form of digital certificates of authenticity and launching the first Virtual Reality store in partnership with Obsess and Meta in February. Additionally, the brand announced last June that it accepts cryptocurrency at check-out and allows employees to be paid in cryptocurrency.
This collection bridges the gap between physical and digital fashion, allowing consumers to express themselves through their style across multiple platforms and experience fashion in a new way. The Co-Founder and Co-CEO of Alo Yoga, Danny Harris, said, “Web3 is quickly becoming the future of fashion and wellness, and Alo is eager to meet our community where they are in their everyday lives.”
The digital wearables by Alo Yoga will be up for grabs from March 1st to the 31st of 2023, culminating at Metaverse Fashion Week from March 27th to the 29th, with yoga, breathwork, and meditation classes leading up to the runway presentations.