After the upcycling project of Gucci Continuuminaugurated in March to celebrate the circularity of fashion through the reuse of archival materials, Gucci and Vans have launched a gaming experience on the digital platform Roblox. Thanks to Gucci Town x Vans Worldplayers will be able to make an immersive journey to discover the two worlds, a special opportunity to discover the fashion brands available until May 13th with the aim of researching samples of fabrics and prints. The treasure hunt crosses the two realities by means of bring them in the shape of a shoeboxoffering reward sneakers, accessories And skateboard backpacks designed for game avatars.
This new collab marks a new page in the partnership between the two brands; last month, as part of the multidisciplinary and sustainable framework Gucci ContinuumVans had reinterpreted their most famous designs making use of archival fabrics inside the Vault of the Maison, an initiative aimed at showing a new story in the Gucci imagery. The iconic ones Old Skool and the Slip-On they had been decorated with eccentric patchwork, studs and vintage colors, reflecting the origins of the footwear brand, when customers could bring clothing and materials to customize their sneakers.
The new project on Roblox demonstrates the intention of the brands to find new creative methods to explore the dialogue established between the two, this time taking advantage of their respective virtual realities. Gucci Town was born in 2022 as a place of digital recreation, and in the last year it has hosted well-known names from the artistic and sports scene such as Miley Cyrus And Jack Grealish; Vans Worldwhich instead was created in 2021, managed to unite the universe of skateboarding and fashion on Roblox for the first time, giving players the opportunity to dress their avatars with wardrobes full of Vans designer clothes, and to create and shoes according to your personal style.